The Vegetarian Butcher, a Dutch brand owned by Unilever, has expanded its vegan chicken range in Germany with the launch of a new product, the picante ‘Pepperfect Chick’n’.
This spicy vegan alternative to breaded chicken schnitzel is designed to cater to the growing global trend of American fried chicken.
The fillets are made from soy proteins, enriched with vitamin B12, and feature a crispy vegan coating flavored with black pepper and paprika.
Reports indicate that spicy chicken products are trending worldwide. In the US, the term “swicy” (sweet and spicy) was predicted to gain popularity in 2024.
In the UK, one in five people reportedly consume Southern fried chicken weekly, and one in ten do so monthly, more frequently than traditional British dishes like fish and chips.
In Japan, American-style fried chicken is a popular choice for Christmas Eve and Christmas Day.
Acquired by Unilever in 2018, The Vegetarian Butcher is well-positioned to quickly respond to market trends and consumer preferences.
Recently, the brand released a plant-based cod fish product, marking its first venture into seafood alternatives.
Last year, they launched a plant-based kebab skewer for food service in collaboration with Düzgün Food Group, a supplier to döner chains and restaurants in over 15 countries.
Earlier this month, The Vegetarian Butcher announced a partnership with The EVERY Co to enhance the texture and nutritional profile of its products using EVERY EggWhite, created through precision fermentation.
This collaboration aligns with the brand’s mission to eliminate animals from the food chain while preserving the taste and texture of its products.
