Biff's
Biff's is a UK plant-based food brand (founded 2017, Hackney) selling jackfruit-based wings, burger cutlets, and a plant-based salmon alternative via Ocado, a stockist network, and foodservice trade channels, targeting health- and environmentally-conscious consumers seeking cleaner-label meat alternatives.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Biff's does
Biff's Kitchen Ltd, trading as Biff's, is a UK-based plant-based food brand founded in 2017 in Hackney, East London, by a pair of vegan founders who began with a food van and grew into a packaged consumer goods business. The company develops meat and seafood substitutes built primarily on jackfruit as the protein/structural base, deliberately avoiding seitan, pea protein isolates, and synthetic additives in favour of whole-plant ingredients. Its core product range comprises three SKUs: The Jackfruit Wing (a crispy fried chicken-style wing alternative), The Jackfruit Burger Cutlet, and a Plant-Based Salmon launched in 2025 and positioned as cheaper than farmed salmon.
The underlying technology is food-science rather than software-based: proprietary jackfruit-based formulations and processing methods that deliver meat-like texture and taste from whole fruit and vegetables. The brand has built cultural visibility through distinctive positioning and earned media (BBC, Guardian, ITV, Esquire, Evening Standard, Grazia, Metro), plus festival activations including the world's first vegan wing eating competition.
Biff's monetizes primarily through retail packaged goods sales via Ocado (the named primary online retail partner), supplemented by a UK stockist network and a developing trade/wholesale channel for foodservice operators (enquiries routed via [email protected]). GTM combines direct-to-consumer engagement (own website, email newsletter, multi-platform social: Instagram, TikTok, Facebook, X, LinkedIn) with channel-partner distribution. The target customer is health- and environmentally-conscious UK consumers seeking cleaner-label plant-based alternatives to chicken, burgers, and salmon. The company remains private, with no disclosed funding rounds, headcount of 11–50, and operations confined to the UK.
Biff's firmographics
Firmographics- Name
- Biff's
- Legal name
- Biff's Kitchen Ltd
- Website
- https://biffsjackshack.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Biff's is a UK plant-based food brand (founded 2017, Hackney) selling jackfruit-based wings, burger cutlets, and a plant-based salmon alternative via Ocado, a stockist network, and foodservice trade channels, targeting health- and environmentally-conscious consumers seeking cleaner-label meat alternatives.
- Ownership category
- akta.pro rank
Biff's industry classification
Industry- Product category
- Plant-based foods
- NAICS
- Seafood Product Preparation and Packaging (3117), Other Snack Food Manufacturing (311919)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Special-Diet Prepared Meat & Seafood Meals (Low-Sodium, Keto, Gluten-Free) (AFANAFAL)
- akta.pro secondary industries
- Frozen Prepared Meat & Seafood Meals (AFANAFAC), Snacking & Single-Serve Protein Meals (Bowls, Bites, Packs) (AFANAFAH)
Keywords
Where Biff's is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Biff's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Retail product sales: Consumer packaged goods sold through retailers including Ocado and physical grocery stores. Products include jackfruit wings, burgers, and plant-based salmon alternatives sold as packaged goods for home consumption.
- Foodservice/Trade supply: Wholesale supply to foodservice operators, festivals, and other stockists who resell Biff's products to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Products sold at standard retail pricing through Ocado and other retailers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Biff's product offering
Product offeringCore offering
Biff's produces and sells plant-based meat and fish alternative food products made primarily from jackfruit and other whole plant ingredients. Its core range includes crispy fried jackfruit wings, jackfruit burger cutlets, and a plant-based salmon alternative distributed through UK retailers such as Ocado, physical stockists, and foodservice operators.
Product overview
Biff's is a plant-based food company offering a range of meat alternatives made from whole plant ingredients, primarily jackfruit. The product portfolio consists of three main offerings: The Jackfruit Wing (crispy fried plant-based wings), The Jackfruit Burger Cutlet (crispy fried jackfruit burger patties), and a Plant Based Salmon alternative. All products are marketed as cleaner alternatives to conventional meat-free options, emphasizing whole-food plant ingredients over processed substitutes like seitan or pea protein.
Differentiator
Problem solved
Functional benefit
Products and services
- The Jackfruit Wing Plant-based crispy fried jackfruit wings formulated to mimic the texture and taste of chicken wings using whole plant ingredients rather than seitan or pea proteins; targeted at vegan, flexitarian, and health-conscious consumers.
- The Jackfruit Burger Cutlet Plant-based crispy fried burger cutlet made from jackfruit, designed as a meat-free alternative for burger applications in home cooking and foodservice.
- Plant Based Salmon Smoky, fat-marbled plant-based salmon alternative made from whole plant ingredients, designed for bagels and brunch dishes, and positioned as cheaper than farmed salmon.
Quantifiable outcome
- Over 200 tonnes of CO2 emissions saved by helping consumers switch to plant-based alternatives
Companies that use Biff's
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
Biff's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Biff's partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- OcadocoreOcado is the primary retail distribution partner for Biff's plant-based products. Biff's products including jackfruit wings, burgers, and new plant-based salmon are available for purchase on the Ocado platform. Ocado serves as a key channel for reaching direct-to-consumer buyers nationwide in the UK.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Biff's competitors and assessment
Company assessmentDirect peers
- Meatless Farm: UK plant-based meat brand selling burgers, mince, and sausages through major UK grocers. Directly comparable as a multi-SKU UK plant-based competitor with overlapping retailer relationships.
- Good Catch: Plant-based seafood brand with retail listings including tuna-style products. Comparable to Biff's plant-based salmon as a peer in the emerging plant-based seafood category.
- THIS: UK plant-based brand focused on chicken-style meat alternatives, closely comparable to Biff's as a UK-headquartered, plant-based packaged-goods competitor targeting similar consumers through retail and foodservice channels.
- Beyond Meat: Global plant-based meat leader with broad retail and foodservice listings. Comparable on product category and customer base, though materially larger and more diversified than Biff's.
- Impossible Foods: US-headquartered plant-based meat brand with retail and foodservice distribution. Comparable on plant-based meat alternatives and clean-label positioning, though focused on heme-protein technology rather than whole-food formulations.
- Jack & Bry: UK plant-based brand built around jackfruit-based meat alternatives (notably jackfruit sausages), directly comparable to Biff's on protein-base selection, UK market, and CPG positioning.
Emerging players
- Strong Roots: Plant-based frozen food brand offering vegetable-based meal components in UK/IE retail. Comparable as a packaged plant-based brand serving similar health-conscious consumers via grocery retail.
- Planti: Plant-based whole-food seafood alternative brand targeting retail. Comparable to Biff's plant-based salmon as a niche player in the emerging plant-based seafood category.
Broad incumbents
- Wicked Kitchen: Plant-based prepared-food brand owned by parent with retail distribution in the UK. Comparable as a plant-based brand sitting within a larger CPG portfolio serving UK retail channels.
- Quorn: Established UK plant-based protein brand (mycoprotein) with broad SKU portfolio across retail and foodservice. Comparable as a UK plant-based incumbent with multi-retailer distribution and significantly greater scale than Biff's.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Biff's social profiles
Digital presenceBiff's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biff's leadership team
Management profileNumber of profiles
Biff's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biff's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Biff's
What does Biff's do?
Biff's produces and sells plant-based meat and fish alternative food products made primarily from jackfruit and other whole plant ingredients. Its core range includes crispy fried jackfruit wings, jackfruit burger cutlets, and a plant-based salmon alternative distributed through UK retailers such as Ocado, physical stockists, and foodservice operators.
Is Biff's a public or private company?
Biff's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Biff's founded?
Biff's was founded in 2017. It employs 11 to 50 people.
Where is Biff's based?
Biff's is headquartered in London, United Kingdom, in the Europe region.
How does Biff's make money?
Two revenue lines are on record. Retail product sales are the primary driver. The others are foodservice/Trade supply.
Who are Biff's's main competitors?
Direct peers on record are Meatless Farm, Good Catch, THIS, Beyond Meat, Impossible Foods and Jack & Bry. Emerging players are Strong Roots and Planti. Broad incumbents are Wicked Kitchen and Quorn.
Does Biff's have an API?
No public API is recorded for Biff's.
What industry is Biff's in?
Biff's's product category is Plant-based foods. Its primary akta.pro industry code is AFANAFAL, Special-Diet Prepared Meat & Seafood Meals (Low-Sodium, Keto, Gluten-Free), with a secondary code of AFANAFAC, Frozen Prepared Meat & Seafood Meals. Its NAICS code is 3117 and its SIC code is 2090.