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A plant-based food startup called Vegan Fried Chick*n, having broken into its home market in the U.K., will try to make headway in the U.S. via an alliance with the first all-vegan cooking competition show.
VFC, with animal activist roots and a brash digital presence, launches into a faux chicken space that has become overstuffed with established and nascent competitors—and celebrities—as poultry alternatives continue to steal the spotlight from fake burgers.
The company, founded by Veganuary co-creator Matthew Glover and restaurateur Adam Lyons, is one of a number of vegan brands intertwined with the new streaming series called Peeled and its recent premiere event in Hollywood.
The show, a three-part contest to name the “hottest vegan chef,” is distributed on Roku, Apple TV and Amazon Fire via UnchainedTV, a free vegan-centric network.
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