Fry’s enters clean label sector with Crafted range

South Africa’s leading creator of plant-based meat alternatives, The Fry Family Food Co. has launched a new clean label range, Crafted, made from 100 per cent natural ingredients and fresh herbs and spices. The range includes four meat-free food products that are an ideal, everyday meal or snack option for flexitarians, vegans, and meat-eaters alike.


The Crafted Range is available to buy from the frozen food section of selected Pick ‘n Pay, Spar, and Checkers stores nationwide.

  • Chia Nuggets 240g: R32.99
  • Butternut Balls 240g: R39.99
  • Falafels 270g: R39.99
  • Country Roast 500g: R62.99 (available at Pick ‘n Pay only)

Included in the range are the Quinoa and Roasted Butternut Balls, the Soy and Quinoa Country Roast, gluten-free Rice Protein and Chia Nuggets, and gluten-free Quinoa and Chickpea Falafels.

The Crafted range is created with 100 per cent natural ingredients, and includes superfoods like chia seeds, quinoa, and rice protein. The products are a healthy source of protein with all considered to be “complete” proteins, meaning they offer all eight essential amino acids for a healthy balanced diet. In addition to being a source of protein and fibre, all Fry’s products are naturally free from cholesterol, are only flavoured with natural herbs and spices, and include no GM ingredients or refined sugars.

According to a study by the global information, data, and measurement company, Nielsen, consumers are increasingly aspiring to achieve better health and eat healthier foods. Consumers are going back to the basics; people want foods that are fresh, natural and minimally processed. Indeed, 47 per cent of South African respondents look for food products made from vegetables and fruits, 39 per cent want GMO-free food, and 53 per cent want their food to be as natural as possible. 28 per cent are looking for gluten-free food, and 43 per cent of South Africans want cholesterol-free food, food that is high in fibre, and view foods that are high in protein to be important.

Tammy Fry Kelly, international marketing director for The Fry Family Food Co, comments: ‘We’re seeing that meat-free diets are becoming more mainstream, and retailers in the UK estimate that the meat-free market is currently worth around £270 million and is growing at six per cent each year globally.  Within the sector, meat-free products no longer belong in a separate freezer and are now merchandised alongside meat equivalent products. Sustaining and sustainable, the new Crafted range will fit well within any category and will provide consumers with a hearty plant protein that is natural and nutritious.’

The Fry Family Food Co. is committed to making great tasting, high protein meat replacements that appeal to flexitarians, vegetarians, and vegans alike.