Plant-It has has launched a plant-based version of the deli counter favourite the Chicken-Free Fillet Roll in conjunction with motorway forecourt retailer Applegreen.
The new Chicken-Free Fillet Roll will be available in participating Applegreen Bakewell sites from today 6 January.
Launched in 2021, Plant-It produces a wide range of plant-based food, including 100% Irish meat-free, chicken-free, egg-free, fish-free and veggie products.
Using its own in-house texture technology, Plant-It noted that it has successfully managed to produce products that mirror the taste and texture experience of meat while being reassuringly plant-based.
All Plant-It products are fortified with Vitamin B12, Iron and Calcium, which are traditionally lacking in plant-based diets, the Irish plant-based food brand said.
Commenting on the launch of the Chicken-Free Fillet Roll, Noreen Gallagher, CEO of Plant-It, said, “The Plant-It team has worked hard to create a Chicken-Free Fillet that delivers great taste and a chicken-like texture and we can’t wait for customers to try it for themselves.”
Recent research conducted by Bord Bia has found that almost one in four (19%) adhere to a flexitarian - meat and plant-based combination diet.
According to Applegreen, providing high quality, locally sourced food and beverage to the consumer in transit has been a key pillar of it’s success over the past 30 years.
Ensuring that this high-quality offering is relevant to the consumer is imperative and the launch of the Chicken Free Fillet Roll will seamlessly fit in with Applegreen's existing plant-based range which includes the award-winning Vegan Sausage Roll as well as the Falafel & Hummus wrap, the forecourt retailer said.
Speaking at the launch, Mark Ryan, commercial food manager, Applegreen commented, “We’ve listened to our customers and our trends index revealed that there is a demand for more plant-based options at our Bakewell counters and so we embarked on a project which set about to deliver a plant-based alternative to our hugely popular chicken fillet roll."
"This will offer the same great taste as our other food offerings at the Bakewell. Just like our real chicken, our plant-based option has a Southern-Fried style crumb which is delicious, and is 100% Irish," he concluded.