The Fry Family Food Co has developed its 100 per cent plant-based burger, packed with 20 grams of protein, launching in 466 Coles stores nationwide.
The Big Fry Burger took the company three years to develop, and aims to look, sizzle and taste like a ground beef burger.
“Our development team, along with Wally Fry, had to push all their innovation boundaries – which is why we’re calling it beyond the impossible. It challenged us to be better, and to raise the benchmark of plant-based meat products locally and globally,” said Tammy Fry, international marketing director for The Fry Family Food Co.
“The texture is quite different from the other Fry’s products. It’s a lot meatier and feels a lot like ground beef. The Big Fry Burger is also the only Fry’s meat-alternative product that is sold uncooked and it, therefore, has quite different cooking instructions which can be found on the packaging.”
Fry Family Food Co says the burger is non-GM, naturally cholesterol-free, low in saturated fat and has 20g of protein per 112g, which is “notably higher than the average beef burger, which has 17g of protein per 112g”.
“Choosing a plant-based burger instead of a meat burger once a week is a simple way for consumers to reduce their greenhouse gas emissions… swapping one beef burger for a plant-based burger just once a week would save, on average, 15-20 cows a year,” it said.
The Big Fry Burger is also packed in 100 per cent recyclable packaging, as the company looks to go plastic-free across its entire range over the next few years.
The Big Fry Burger is available in Coles stores in packs of two for RRP $7.00.
In March, Fry Family Food Co announced it was joining plant-based powerhouse Livekindly Co, which is backed by $200 million founders' funding round.
