Fry’s launches plant-based fish-style fillets

Within the rapidly growing consumer demand for plant-based protein products, The Fry Family Food Co. are launching brand-new Fish-Style Fillets.

Frys1.jpgSustainable and healthy

With unsustainable fishing practises wreaking havoc on our oceans and our bodies – likely causing permanent damage, The Fry Family Food Co.’s new Fish-Style Fillets are a sustainable and healthier way for consumers to enjoy a nutritious and convenient product that tastes like fish, has the same texture and can be cooked in the same way.

Fry’s Fish-Style Fillets nostalgically speak to good ‘ole fashioned fish and slap chips, wrapped in newspaper. Coated in a golden crispy batter, they are a source of protein, contain fibre and are cholesterol free and non-GMO. The fillets also contain added flaxseed oil, a source of Omega-3.


Ocean lover

The idea behind creating a fish-free fillet began when Fry’s co-founders, Wally and Debbie Fry, were at the beach with their grandson. In the distance, he saw a trawler boat catching fish. As a young, passionate ocean lover who dreams of becoming a marine biologist and protector of the seas he was deeply saddened at the thought of ocean life being killed; and so asked his grandparents what they could do to help. This sparked the idea to create a product that offered the taste, texture and versatility of a piece of battered hake, without depleting the ocean resources.

‘As a family we are passionate about the sea and my son’s heartfelt reaction to fish being used as food gave us a lot to think about.  The Fry Family Food Co. is obviously very focused on introducing consumers to plant-based, cruelty-free products, so it made complete sense to add a fish-style product,’ explains Tammy Fry, the eldest daughter of the Fry Family and international marketing director of the Fry Family Food Co.

She adds that the huge benefits of the Fry’s Fish-Style Fillets are both environmental and health-driven.

‘Currently, we are taking fish out of our oceans in a way that is too fast for supplies to replenish sufficiently. Inefficient fishing practises also kill billions of unwanted fish and other creatures like dolphins, marine turtles, seabirds and sharks, that are caught in the nets. As more and more species are lost, massive imbalances occur. These destabilisations of ecosystems have a ripple effect, impacting our lives sometimes in subtle ways, and other times in very scary and tangible ways.

‘From a health perspective, many fish species are very prone to the bioaccumulation of toxins found in our water supply. Fish have also become mercury sponges. As the mercury emissions in our air increase and are washed into our water supplies, so the level of mercury, particularly in larger fish, has risen to unhealthy levels. Certain fish are also very high in saturated fat and cholesterol.’

Frys2.jpgSeafood not from the sea

In addition to the new Fish-Style Fillets, Fry’s has also relaunched its Battered Prawn-Style Pieces with a new and improved recipe. In 2018 alone, Fry’s fans saved over three million prawns last year by swapping out prawns with Fry’s Prawn-Style Pieces. In 2019, they want to break that record! With the new recipe, it may just be possible.

Fry’s Fish-Style Fillets are currently available in the frozen section of major Spar and Checkers stores in KZN, Eastern Cape, Western Cape and Gauteng. More stores are expected soon. The recommended selling price is R39.99.

The recommended selling price for the Battered Prawn-Style Pieces is: R39.99