5 days ago
Fry Family Foods launches 'Flexi Range'
Following a successful trial of five products, the final three - Smash Burger, Classic Sizzler, and Braai Sizzler, are now available in major retailers nationwide.
Fry Family Foods has officially launched its new Flexi Range - a bold move aimed at South Africans looking to cut down on meat for health reasons, without giving up on flavour or familiarity.
The launch follows a soft rollout of the first five products earlier this year to test local appetite. With strong consumer response, the final three products - the Smash Burger, Classic Sizzler and Braai Sizzler - are now rolling out in major retailers nationwide.
A smarter way to eat less meat
Developed using the latest advancements in plant-protein technology, Fry's new Flexi Range includes products that are high in protein, low in saturated fat, gluten-free, low carb, and high in fibre, depending on the variant.
The Flexi Range introduces new textures and bolder flavours designed to broaden the appeal of plant-based eating, particularly among those who still enjoy meat.
'It's time we recognise plant-based as a protein category in its own right,' says Clare Ewing, Head of Sales and Marketing at Fry's. 'Just like chicken, beef or fish, plant protein offers its own unique benefits. It's not a compromise, it's a smart, modern choice that reflects where food is headed.'
She adds: 'Our Flexi Range was designed with this in mind. By focusing on top-quality ingredients, textures, and flavours, we've created products that can genuinely stand up to meat. It's about making plant-protein an easy, appealing option for anyone, especially meat-eaters looking to make healthier, more sustainable choices.'
