Fry Family Foods introduces the innovative Flexi Range, designed for South Africans seeking healthier, sustainable, meat-alternative options without compromising on flavour.
South Africa’s original plant-based food brand, Fry Family Foods, has officially launched their highly anticipated Flexi Range. This bold new offering targets South Africans keen to reduce meat consumption for health reasons, all while enjoying delicious, familiar flavours.
Following a successful soft rollout earlier this year with five initial products, the range has now expanded with three new additions: the Smash Burger, Classic Sizzler, and Braai Sizzler. These products are now available nationwide in major retailers.
Why choose the Flexi Range?
Fry’s Flexi Range combines cutting-edge plant-protein technology with its decades-long commitment to quality, innovation, and non-GM ingredients. The products cater to a wide variety of diets, offering high-protein, low saturated fat, gluten-free, and fibre-rich options, all depending on the variant.
Unlike traditional meat alternatives, this range introduces bold textures and flavours, catering particularly to flexitarians — individuals who still enjoy meat but are looking for healthier, sustainable alternatives.
Did You Know?
- 63% of South Africans are actively trying to reduce their meat intake, according to a NielsenIQ study in 2024.
- Globally, taste, quality ingredients, and convenience are the key drivers of plant-based purchases, as per The Good Food Institute.
Clare Ewing, Head of Sales and Marketing at Fry’s, reinforces this trend:
“It’s time we recognise plant-based as a protein category in its own right. Our Flexi Range was designed to stand up to meat by using top-quality ingredients and modern flavours.”
30+ Years of Plant-Based Innovation
Founded in Durban in 1991, Fry Family Foods has been a pioneer in plant-based eating within South Africa. The launch of the Flexi Range marks a new chapter for the iconic brand, tapping into the growing flexitarian market.
Whether it’s a quick weeknight meal or a weekend family braai, Fry’s Flexi Range is designed for real life, offering options that deliver on flavour, health, and sustainability. Experience the future of food with Fry’s — where plant-based eating is bold, delicious, and modern.
