Article appeared in issue 2, 2020
fiid launches in Sainsbury’s
fiid, an Irish plant-based range of lunch bowls, is set to hit the shelves of Sainsbury's stores nationwide. Established in December 2018 by Shane Ryan, fiid will launch with three SKUs; Hearty Moroccan Chickpea Tagine; Italian Sundried Tomato & Lentil Ragu, and Smoky Mexican Black Bean Chilli. The range is natural with no additives or preservatives and is high in protein and fibre. The innovation of the products is that they are served in a flexible pouch offering a year-long shelf life, and are now prepared using the sous vide method to lock in freshness.
Speaking about the listing, Shane said: “We’re incredibly excited to be working with Sainsbury’s to introduce fiid to UK retail for the first time, marking a landmark milestone for us, exactly one year since we first launched. We’re on a mission to make eating real food as convenient as possible for as many people as possible without compromise, and by partnering with Sainsbury’s as part of the Future Brands programme, we’re one step closer to achieving that goal.”