Fry Family Food

What Fry Family Food does

Fry Family Food, trading as "Fry's," is a South African-founded producer of plant-based meat alternatives operating since 1991 and headquartered in Westville, Durban, with a regional headquarters in Bicester, United Kingdom. The company manufactures and distributes a portfolio of 30–40+ frozen vegan SKUs — spanning burgers, sausages, nuggets, strips, schnitzels, mince and pies — organized into Premium, Classic and Everyday Value ranges and sold across more than 40 countries under dedicated regional websites for South Africa, the UK, Australia and the United States.

The product is built on a proprietary multi-protein blend combining soy, wheat, rice, quinoa, pea and chia proteins to replicate the protein content and texture of animal-based meat (e.g., 19.6g per 100g in Original Pieces; 24g per 100g in Pea Protein Mince). The fat system is sunflower-oil-led for a low-saturated-fat profile, with flaxseed for omega-3s, and formulations are clean-label, MSG-free and preservative-free. Inputs are 100% non-GMO verified under independent testing, with EU-sourced soy under identity preservation, pastry-line palm oil is RSPO-certified segregated, and the full range is Vegan certified, Halal certified across SKUs and Kosher certified on most.

Revenue is generated through consumer packaged-goods retail sales via major grocers (Tesco, Asda and Iceland in the UK; Pick n Pay and Woolworths in South Africa), wholesale food-service sales to institutional buyers (schools, hospitals, pubs, cafes and quick-service restaurants), and limited direct-to-consumer activity through the company's own regional websites. Pricing is not publicly disclosed. The legal entity Fry Group Foods (Pty) Ltd sits under New York-headquartered strategic parent The Livekindly Company, Inc., and the family that founded the business remains involved in operations.

Name

Fry Family Food

Legal name

Fry Group Foods (Pty) Ltd

Website

https://fryfamilyfood.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Fry Family Food is a South African-founded plant-based meat alternative producer founded in 1991, manufacturing 30–40+ frozen vegan SKUs across Premium, Classic and Everyday Value ranges. It sells to consumers in 40+ countries through major grocers, food-service operators and its own regional websites, operating under parent The Livekindly Company, Inc.

Ownership category

akta.pro rank

Product category

Plant-Based Meat Alternatives

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Frozen Plant-Based & Vegetarian Meals (CRADADAF)

akta.pro secondary industries

Frozen Entrées & Complete Meals (CRADADAA), Frozen Meat & Poultry Meals & Value-Added Proteins (CRADADAH), Frozen Snacks & Appetizers (CRADADAD)

Keywords

• Plant-based meat alternatives
• Frozen vegan food
• Meat substitute products
• Plant protein food
• Frozen food manufacturing

Headquarters

HQ city

Durban

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Consumer Packaged Goods (CPG) Retail Sales: Fry's generates revenue through the sale of frozen plant-based meat alternative products sold through retail grocery stores, supermarkets, and convenience stores. Products are sold directly to retailers and through distributors for foodservice channels.
2. Food Service/Wholesale Distribution: Bulk sales of frozen plant-based products to schools, hospitals, pubs, cafes, restaurants, and other institutional food service operators. Products offer 18-month shelf life when frozen and can be cooked directly from frozen.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Fry Family Food manufactures and sells a portfolio of more than 30 frozen plant-based meat alternative products across burgers, sausages, strips, nuggets, mince, schnitzels and popcorn-style snacks, sold to retail consumers via grocery stores and direct-to-consumer websites, and to institutional food service operators via wholesale. Products use a proprietary blend of plant proteins (soy, wheat, rice, quinoa, pea, chia) plus sunflower-oil-based fats, are 100% vegan, non-GMO verified, Halal and Kosher certified, and have an 18-month frozen shelf life.

Product overview

Fry Family Food is a plant-based food company founded in 1991, offering a portfolio of over 30 vegan meat alternatives organized into three product ranges. The Premium Range includes Smash Burgers, Homestyle Burgers, Southern Fried Strips, Original Pieces, Spiced Pieces, and Pea Protein Mince — positioned as higher-quality, clean-label products with premium pricing. The Classic Range features Crumbed Burgers, Crumbed Nuggets, Crumbed Schnitzels, Traditional Burger, Spiced Burger, and Popcorn — familiar comfort foods with traditional formats. The Everyday Value Range provides affordable staples including Hot Dogs, Stir-Fry Strips, Chunky Strips, Braai Sausages, Spicy Sausages, and Soya Mince. All products are 100% vegan, non-GMO, MSG-free, and certified Halal and Kosher. The company operates in over 40 countries worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Smash Burgers (Premium Range) Juicy, bold plant-based burger patties with crispy edges and tender centers, designed to deliver an authentic smash burger experience without meat; non-GMO and a source of fibre.
• Homestyle Burgers (Premium Range) Crispy, juicy chicken-style plant-based burger patties with the company's award-winning recipe, offering higher protein content than earlier versions.
• Southern Fried Strips (Premium Range) Punchy flavoured plant-based strips with a crispy, golden crumb, positioned for lunchboxes, dinners, wraps and party platters.
• Original Pieces (Premium Range) Gluten-free plant-based chicken-flavour pieces, high in protein (19.6g per 100g) and fibre (6.4g per 100g), low in saturated fat, with a clean-label recipe.
• Spiced Pieces (Premium Range) Gluten-free gently spiced plant-based chicken-flavour pieces, a strong source of protein (19.1g per 100g) and fibre (5.7g per 100g), low in saturated fat.
• Pea Protein Mince (Premium Range) Soy-free plant-based mince made from pea protein, high in protein (24g per 100g), naturally cholesterol-free, low in saturated fat, with meat-like texture for consumers wanting to reduce meat but avoid soy.
• Crumbed Burgers (Classic Range) Crispy crumbed plant-based burger patties made with wheat flour, textured soya protein and a plant-based protein blend in the Classic Range tier.
• Crumbed Nuggets (Classic Range) Plant-based crumbed nuggets made from wheat gluten, textured soya protein and plant protein concentrate in the Classic Range tier.
• Crumbed Schnitzels (Classic Range) Crispy crumbed plant-based schnitzels made from textured vegetable protein and wheat gluten.
• Traditional Burger (Classic Range) Classic plant-based burger patty made with textured soya protein and wheat gluten, seasoned with traditional flavour.
• Spiced Burger (Classic Range) Plant-based burger patty flavoured with masala, cinnamon, cloves, cardamom, fennel, bay leaves and star aniseed in the Classic Range tier.
• Popcorn (Classic Range) Plant-based popcorn-style snack made from wheat gluten flour and soya protein concentrate with a crispy texture.
• Hot Dogs (Everyday Value Range) Juicy, flavourful plant-based hot dogs that are easy to prepare, sized for lunchboxes, casual dinners or classic hot dog rolls in the Everyday Value tier.
• Stir-Fry Strips (Everyday Value Range) Tender and versatile plant-based strips for wraps, salads, stir-fries and pasta dishes that absorb sauces and spices.
• Chunky Strips (Everyday Value Range) Hearty-textured plant-based strips suited to stir-fries, curries, wraps and pasta dishes as a versatile Everyday Value staple ingredient.
• Braai Sausages (Everyday Value Range) South African-style plant-based sausage seasoned with a traditional herb and spice blend, suited to braai, curries, stews and stir-fries.
• Spicy Sausages (Everyday Value Range) Bold, spicy plant-based sausages seasoned with a warming spice blend, suited to chutney, salad, loaded rolls or standalone serving.
• Soya Mince (Everyday Value Range) Versatile, hearty plant-based soya mince positioned as an affordable everyday cooking staple, suitable for bolognese, tacos, curries and cottage pie.
• Food Service / Wholesale Bulk Distribution Bulk supply of the Fry's frozen plant-based meat alternative product range to schools, hospitals, pubs, cafes, quick-service restaurants and other institutional food service operators, with products developed to meet UK School Food Standard guidelines and offering 18-month shelf life when frozen.

Quantifiable outcome

• 10,055 pigs, 647,737 chickens, 11,354 cows, 3 million prawns saved (2019 only)
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Impossible Foods: Impossible Foods produces plant-based beef, chicken, and pork alternatives with heme technology, sold in retail and foodservice channels worldwide. It competes head-to-head with Fry's in the frozen and refrigerated meat alternative category.
• LikeMeat (Tyson Foods): LikeMeat is a Germany-based plant-based meat brand owned by Tyson Foods, offering frozen schnitzels, nuggets, and burgers across European retail. Comparable to Fry's in frozen plant-based format, European retail strategy, and mid-market price positioning.
• Tofurky: Tofurky is a US-based pioneer plant-based brand offering deli slices, sausages, burgers, and tempeh. Comparable to Fry's as a long-established (founded 1980), family-influenced vegetarian/vegan brand with multi-format frozen product range.
• Quorn Foods: Quorn is a UK-based mycoprotein-based meat alternative brand with global distribution in retail and foodservice. Comparable to Fry's in geographic focus (UK/Europe), retail channel strategy, and frozen meat alternative format.
• Gardein (Conagra Brands): Gardein produces plant-based meat alternatives including tenders, burgers, and ground products, owned by Conagra Brands. Directly comparable to Fry's in frozen plant-based SKU range, retail distribution model, and target health-conscious flexitarian consumer.
• Beyond Meat: Beyond Meat is a leading US-based plant-based meat alternative company offering burgers, sausages, and crumbles in retail and foodservice globally. It is a direct peer to Fry's given overlapping product formats and global retail distribution strategy.
• Vivera: Vivera is a Netherlands-based plant-based meat brand with strong UK and European retail presence across burgers, schnitzels, and strips. Directly competes with Fry's in the European frozen plant-based meat aisle, especially via Tesco and other major UK grocers.

Broad incumbents

• MorningStar Farms (Kellanova): MorningStar Farms is a long-established broad-line plant-based brand owned by Kellanova, offering frozen and refrigerated meat alternatives. Comparable as a category incumbent but operates at much larger scale across multiple sub-categories beyond Fry's core frozen entrée focus.

Emerging players

• Alpha Foods: Alpha Foods is a US plant-based brand offering frozen bowls, burritos, and meat alternatives in retail. Comparable as a frozen plant-based CPG peer, though smaller and more US-focused than Fry's international footprint.

Others

• The Livekindly Company: The Livekindly Company is Fry Family Food's US-based parent entity and a portfolio company aggregating multiple plant-based food brands globally. Relevant as the strategic owner governing Fry's capital allocation, distribution synergies, and exit pathway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/frysfamily
• YouTubeyoutube.com/@FrysFamily
• Facebookfacebook.com/TheFryFamilyFoodCo
• Instagraminstagram.com/frysfamily

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fry Family Food