Heinz dials up partnership with What the Pitta! to create The VFC Burger

Following the launch in March of Heinz [Seriously] Good Vegan Mayo into foodservice, Heinz is continuing its partnership with leading vegan food specialist What the Pitta! to bring its great-tasting new mayo to branches nationwide via another delicious co-branded special.

Heinz [Seriously] Good Vegan Mayo will feature in the operator’s new VFC Burger Special. The month-long tie-up, commencing this week, will see the tasty new special sold at What the Pitta! sites, including Manchester, Brighton and Camden, London.

The VFC Burger Special sees Heinz [Seriously] Good Vegan Mayo top a mouth-watering vegan fillet from the recently launched VFC brand together with sliced dill pickles, tomatoes, red cabbage and shredded lettuce all encased in a popular vegan brioche bun.

Claire Traynor, Head of Foodservice at Kraft Heinz said: “We are delighted to be continuing our successful partnership with What the Pitta! and have no doubt that the specially created VFC Burger Special will be just as popular as the Doner Bap Special. Also featuring Heinz [Seriously] Good Vegan Mayo, the Doner Bap Special has been available since March and has proved to be a real success with What the Pitta! customers.

“With veganism and flexitarianism now firmly on the food map due to more and more people choosing to follow a plant-based diet, it is important that operators are able to satisfy this growing consumer need with vegan menu options that leave happy customers coming back for more. Heinz [Seriously] Good Vegan Mayo is there to help as it is versatile, easy to use and, of course, utterly delicious.”

What the Pitta! co-founder Cem Yildiz added: “We are really excited to be continuing our collaboration with Heinz and their delicious vegan mayo. Their vegan mayo for foodservice is helping restaurants to embrace the growing plant-based movement without compromising on taste and quality. It ticked all the boxes for us – tasty, super thick and able to hold up under heat. Can’t wait to see how customers react to bringing it together with VFC’s delicious chick*n fillets!”

VFC co-founder Matthew Glover concluded: “Having launched our Vegan Fried Chick*n company only in December 2020, we are thrilled to now be in partnership with Heinz and What the Pitta!. This three-way collaboration is taking plant-based eating to the next level, offering consumers products that complement each other perfectly to create what I see as the ultimate burger!”

The What The Pitta! x Heinz [Seriously] Good VFC Burger is available at What The Pitta! Manchester, Brighton and Camden, London sites and for order via Deliveroo now.