Dairy giant FrieslandCampina makes UK alt meat debut with Tender’lish

The range has already performed well in Belgium, Germany and the Netherlands, according to the Dutch dairy co-op, and would now be “the centrepiece of FrieslandCampina’s strategy to invigorate the UK meat-free category”, the supplier told The Grocer this week.

The chicken alternative product is made of 60% skimmed milk and is therefore not suitable for vegan consumers. However, the brand said its dairy content made it a source of high-quality protein and calcium. It added this base also made it more succulent with a “moist mouthfeel”, designed to replicate the fibrous layers found in real chicken. The range was also said to be a good source of fibre and iron.

The UK launch of Tender’lish will be supported by an ATL campaign, representing an investment of £2m in 2024, alongside shopper activations, sampling, and social and digital marketing activity.

The launch also marks the latest push by a major dairy company into meat-free using dairy as the key ingredient. Lactalis UK & Ireland launched a Seriously Cheese Burgers line last month, with the aim of providing consumers with a vegetarian alternative to standard burgers.

The Grocer