With the meteoric rise in plant-based meat alternatives, we knew it wouldn’t be long before there was a vegan ‘fish’ option on the market.
Who’s up for it?
Fry’s, the South African family-owned plant-based food brand have launched their answer to plant-based seafood; the ‘fish-free fillet’. A few weeks ago we tasted the Beyond Meat plant-based burger that ‘bleeds like meat’ and now we’re curious to find out what the fish-not-fish actually tastes like.
See what we thought about the burger!
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. 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,” says Tammy Fry, the eldest daughter of the Fry Family and International Marketing Director of the Fry Family Food Co.
If you’re wondering what the ingredients are in the fish-free fillet, take a look below or on the Fry’s website.
Tempura: Rice Flour, Wheat Flour, Potato Starch, Maize Flour, Salt, Raising Agents (Sodium Carbonate, Diphosphates), Dextrose, Sunflower Oil.
Fish Fillet: Vegetable Protein (22%) (Soya, Wheat), Wheat Fibre, Thickener (Methyl Cellulose, Gum Arabic), Pea Fibre, Flaxseed Oil (6%), Wheat Flour, Flavourings, Smoke Flavour, Maltodextrin, Emulsifier (E1518), Garlic.
It’s a fact that 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 has risen to unhealthy levels.
Fry’s Fish-Style Fillets will be available in the frozen section of major retailers at the recommended selling price of R39.99.
NOTE: They are currently on offer in KwaZulu Natal and some parts of Joburg, with a roll-out planned for Cape Town out in the next few weeks.
Hungry for more plant-based recipes? Check out Food24’s growing collection!