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Applegreen and Plant-It join forces to launch Chicken-Free Fillet Roll

Posted on: 06 Jan 2022

Award-winning, Irish plant-based food brand Plant-It, is thrilled to announce its partnership with Applegreen, Ireland’s leading motorway forecourt retailer, to release a new Chicken-Free Fillet Roll, a plant-based version of the deli counter favourite.


Launched in 2021, Plant-It produces a wide range of plant-based food, including 100% Irish meat-free, chicken-free, egg-free, fish-free and veggie products. Using its own in-house texture technology, Plant-It has successfully managed to produce products that mirror the taste and texture experience of meat while being reassuringly plant-based. All Plant-It products are fortified with Vitamin B12, Iron and Calcium, which are traditionally lacking in plant-based diets.


Recent research conducted by Bord Bia has found that almost 1 in 4 (19%) adhere to a flexitarian - meat and plant-based combination diet. Providing high quality, locally sourced food and beverage to the consumer in transit has been a key pillar of Applegreen’s success over the past 30 years. Ensuring that this high-quality offering is relevant to the consumer is imperative and the launch of the Chicken Free Fillet Roll will seamlessly fit in with Applegreen’s existing plant-based range which includes the award-winning Vegan Sausage Roll as well as the Falafel & Hummus wrap.


Speaking at the launch, Applegreen Commercial Food Manager, Mark Ryan commented, “The arrival of our Chicken-Free Fillet Roll is very exciting for everyone at Applegreen. We’ve listened to our customers and our trends index revealed that there is a demand for more plant-based options at our Bakewell counters and so we embarked on a project which set about to deliver a plant-based alternative to our hugely popular chicken fillet roll.


Our dedicated and passionate food team has worked tirelessly with the talented team at Plant-It over many months to create a bespoke recipe for our plant-based fillet. This will offer the same great taste as our other food offerings at the Bakewell. Just like our real chicken, our plant-based option has a Southern-Fried style crumb which is delicious, and is 100% Irish! We really think this will be a great alternative product for our customers to try this year,” Ryan concluded.


Commenting on the launch of the Chicken-Free Fillet Roll, Noreen Gallagher, CEO of Plant-It, said, “We’re delighted to partner with Applegreen to launch the Plant-It Chicken-Free Fillet Roll nationwide. The Plant-It team has worked hard to create a Chicken-Free Fillet that delivers great taste and a chicken-like texture and we can’t wait for customers to try it for themselves. Applegreen is an amazing partner to launch this product within foodservice. Applegreen doesn't compromise and neither do we. Working together we aspire to get more great tasting plant-based options in the hands of hungry customers, making plant-based food mainstream.”


You can find the new Chicken-Free Fillet Roll in participating Applegreen Bakewell sites from January 6th.