New vegan food brand – fiid – launches into Sainsbury’s


fiid, the Irish plant-based range of nourishing lunch bowls announce a significant step in the growth of the business as they secure a listing with supermarket giant, Sainsbury’s. From January 19th 2020, FIID will be available in Brands of the Future bays in selected Sainsbury’s stores nationwide.* fiid will launch initially with three SKUs; Hearty Moroccan Chickpea Tagine; Italian Sundried Tomato & Lentil Ragu and Smoky Mexican Black Bean Chilli (RRP: £3.50)

Launched in December 2018, by young entrepreneur, Shane Ryan, fiid has achieved phenomenal success with national listings across his native Ireland, and over 200,00 meals sold; and is now set to make a lot of noise here in the UK.

fiid combines vegetables, legumes and spices, to create truly delicious, plant-based meals. Ready in just three minutes, the premise of the range is to offer real convenience without any compromise on taste or quality. The range is natural with no additives or preservatives, and each bowl is high in protein and fibre and are made using 50% vegetables, making up 3 of your 5 a day. Ryan 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 our range of comforting lunch bowls. 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 program, we’re one step closer to achieving that goal. We’ve had a big impact already in a very short period of time and we’re excited to take that to the next level through this new partnership”

The innovation of the products is that they are served in a flexible pouch affording each meal a year long shelf life meaning they can be kept in your kitchen cupboard, office desk or locker at work. Ryan adds that “we want people to have access to real nourishing food all the time so finding a cooking method that gave us the shelf life without compromising on quality was the number one priority”. The company now prepares its meals using the sous vide method which locks in the freshness, cooking each meal to perfection and preserving without the need for any additives or preservatives.

*Full store list available at