Multi-channel vegan brand Biff’s Plant Shack has launched its street food-inspired range, including hero Jackfruit products, into 400 Sainsbury’s stores across the UK via the retailer’s Future Brands programme.
The vegan street food brand has hit the shelves of Sainsbury’s as part of the supermarket’s Future Brands incubator programme.
The Biff’s Plant Shack range, the first retail range from the brand, which also supplies into foodservice, and operates over 40 ‘Biff’s Delivery’ kitchens on Deliveroo, launched earlier this with easy-to-cook, street food-inspired flavours, which use jackfruit as a meat alternative.
The HFSS-friendly SKUs that have launched into Sainsbury’s focus on veg-based ‘naturally naughty’ comfort food that aims to offer high quality ‘fakeaway’ experiences without a heavy reliance on soy-based alt-meats. They include Biff’s hero Crispy Fried Jackfruit Wingz, the first plant-based wings with a sugarcane ‘bone’ available in UK supermarkets, alongside their Crispy Fried Jackfruit Burgers. Both products contain at least 50% jackfruit and are hand-formed in a signature process that uses fresh fruit to create a unique chicken-style texture.
The range is completed with two complimentary sides; Smoky Chilli Cheeze Waffle Fries, made with a sweet potato-based vegan ‘cheese’ sauce and Banging Bhaji Loaded Fries, which are loaded with a rich tomato-based masala-style sauce.
The Sainsbury’s launch also includes updated cooking instructions to the Crispy Fried Jackfruit Burgers and Wingz, which will see Biff’s become one of the first brands in the UK to add air frying cook times to their retail products. This is in response to a massive 120% increase in air fryer interest in the UK year-on-year, following some recent research, released in August by energy supplier Utilita. The research revealed how cooking methods can slash power consumption, with an air fryer costing just £52 a year, a saving of £264 compared to a traditional electric oven.
Biff Bloom-Burrows, founder of Biff’s said: “Stepping into one of the UK’s ‘big 4’ is a massive achievement - the journey of Biff’s has taken from us from a literal East London street food shack in 2017, through bricks and mortar and then foodservice, but it’s always been our ambition to land here. We’re incredibly proud to join the Sainsbury’s Future Brands programme. Future Brands gives us the opportunity to reach more shoppers, and the more shoppers we reach, the better it is for our planet.
“We believe we bring something new to the aisles. We know meat-free shoppers are looking for more variety as they look to recreate their favourite dining experiences at home. With our focus on experiential, flavour-focussed plant-led innovation we’re well suited to support these rapidly changing consumer trends – such as supporting energy-conscious consumers – which our first air fryer-optimised products demonstrate.”