Fry’s helps families jump on the plant-based train  

How many times have you begged and pleaded with your children to eat their vegetables? For many parents, ‘eat your vegetables!’ is a nightly refrain at dinner tables across the globe. Here are some easy and delicious ways to incorporate more plant-based meals into your daily routine, with flavours to delight even the fussiest of little eaters.

We are on a mission to show families across the country how they can enjoy a plant-based diet without sacrificing flavour and variety. The shift away from meat-based meals is a growing trend in Australia, with the range of tasty plant-based options continuing to grow.

Families, vegans, vegetarians and ‘flexitarians’ now have more options than ever before to enjoy some of their favourite traditional recipes – think spaghetti bolognese, lasagne or chicken nuggets – while enjoying the health benefits of a plant-based diet, contributing less impact on the environment and being kinder to animals.

While there has been a massive shift in Australia when it comes to eating less meat, the average Australian is still consuming more than 100kg annually. However, with the growing variety of healthy, plant-based alternatives available, it’s now easier than ever to make a difference from your own kitchen.  

When it comes to incorporating more plant-based foods into your family’s lifestyle, the options are endless. We can see from the growth of our company that the industry is changing at a rapid pace.

There’s more choice, more awareness, and more opportunities for consumers to consider the positive impact that eating plant-based meats has on their health and the environment.

While we have seen the trend gain momentum over the past few years, plant-based products have been a part of our family’s life for more than 30 years.  

Wally and Debbie Fry who started Fry’s were early pioneers of alternative meat products and were creating tasty vegetarian and vegan recipes in their family kitchen in South Africa 30 years ago.  

What started off as a trend, we believe is now a rooted lifestyle choice and it is just going to continue to grow. It’s now even becoming commonplace to see plant-based meats within the meat section. So, in effect it’s been a perfect storm of increased availability of plant-based products and a spike in the willingness of retailers to feature plant-based brands within their stores. 

Some of our family’s favourite recipes include a plant-based burger patty cooked on the barbie, a delicious spaghetti bolognese filled with herbs and spices, and warming cottage pie.

A common myth surrounding meat alternatives is that the products contain unnecessary and artificial ingredients and it’s a myth we are more than happy to bust.

All Fry’s products are non-genetically modified, MSG Free, and vegan. We try to provide consumers with as much information on living a plant-based lifestyle, including tips, tricks and recipes to make it the norm, by being easy and nutritious.

Get started with Debbie Fry’s delicious Cottage Pie recipe here!



Imagine if there was a delicious, guilt-free way you could enjoy all your favourite seafood recipes while still doing your part to care for the world’s oceans?

Our family is excited to announce that we’ve taken up this challenge, offering tasty, plant-based seafood alternatives – Fry’s Golden Crispy Fish-Style Fillets and Battered Prawn-Style Pieces – and partnering with Sea Shepherd, a marine conservation organisation that’s dedicated to protecting and sustaining our oceans.

As a family, we have grown up by the ocean – it is our sanctuary. In our hometown on the Sunshine Coast, the ocean is right at our doorstep. To us, the ocean is home. Which is why we will be donating $15,000 to Sea Shepherd from the sales of our Fish-Style Fillets worldwide, to help them continue their vital work protecting the earth’s biggest eco-system, the ocean.

For 30 years, our family has been committed to helping people change the world from their kitchen table by choosing kinder food options that reduce the impact on our earth and our wildlife.

We know that our oceans are under threat due to overfishing, pollution, species extinction, habitat destruction and climate change. Reducing our fish consumption, educating ourselves on where seafood really comes from and understanding the impact that these changes have on the ocean can make a world of difference.

Sea Shepherd, who was featured in the recent Netflix documentary Seaspiracy, raises awareness of the threats our oceans face. Their mission is to defend, conserve and protect the oceans and all marine wildlife – a mission our family proudly stands behind.

Want some delicious and creative ways to try our Fish-Style Fillets or Battered Prawn-Style Pieces, head to our recipes and cookbook page.

To learn more about Sea Shepherd’s mission, visit:


10 Things You Can Do for the Ocean this World Oceans Day

Looking out for our oceans has never been this important. If you’ve watched the latest Netflix documentary, Seaspiracyyou’ll know that our impact on the ocean is dire. The film brought up everything from animal cruelty to ocean pollution, and it was tough to watch.  

But before we resign to the idea that making the world a better place is impossible, we should take a collective deep breath. There are many small actions that we can take here.  

 Here are 10 simple things you can do every day, because all our contributions matter. 

1 Try To Eat Less Seafood 

Cutting back or eliminating seafood from your diet is a big one. A reduction in seafood as a protein source will have a massively positive impact on the oceans. According to the Food and Agriculture Organization of the United Nations, a third of commercial fish stocks are being depleted at unsustainable levels. Ninety percent have been fully exploited. As the demand for fish increases, ocean supplies are becoming depleted more quickly and ecosystems are being radically disrupted. An easy solution is to swap out fish for vegetarian versions of your favourite seafood. Our vegan fish alternative, Fry’s Fish-Style Fillets, are a great option, or for another vegan seafood option, try our Battered Prawn-Style Pieces. These are doubly good for the ocean because we’re donating all the proceeds of our vegan seafood range to Sea Shepherd from May till October 2021. 

2 Reduce Your Energy Consumption 

The ocean has absorbed 90% of the excess heat created by burning fossil fuels in the last half-century. Our beautiful blue has been working overtime for us. Sadly though this means that waters are warmer which is affecting where fish swim and their reproduction cycles. It’s also wreaking havoc on our sea levels which in turn creates more natural disasters on land. You can make a change by being conscious of your energy use at home and work; using public transport (or walking or riding your bike to work); switching to fluorescent light bulbs; turning off lights when they’re not needed and unplugging electronics.  

3 Watch Out for Greenwashing 

Some labels are trustworthy and helpful, while others are misleading and are just there to create a false sense of security. For example, on its own, the word “sustainable” means very little and looking for reputable certifications to ensure the food you buy is sustainable is critical. This is true for all food, not just fish. Learn more about how to spot greenwashing here. 

4 Try Going Plant-Based 

A surprising fact is that pigs, chickens and cows are the world’s leading oceanic predators. The waste runoff of livestock operations on land have caused more than 500 nitrogen flooded dead zones in the oceans. Animal agriculture is also responsible for more greenhouse gasses than the entire transport industry combined. Our appetite for meat is affecting the temperature and cleanliness of our waters.  Buying more sustainable products like plant-based fish or seafood, helps keep them on shelf, thereby giving others people considering change the option too.  This is a powerful step you can take to be an advocate for change. 

5 Use Less Plastic 

The more plastic we use, the more plastic ends up in the ocean. It is estimated by 2050 there will be more plastic in the sea than fish. Interestingly the main source of ocean plastic pollution is not plastic straws but is actually fishing lines. (See Step #1 and #4. Plant-based fish alternatives remove the need for fishing lines). As much as possible, reduce and reuse, and then recycle! We’ve been ditching the plastic inners in many of our product boxes and have a plan in action that is moving us towards 96% recyclable or recycled packaging by the end of 2021. 

6 Take Care of the Beach 

Whether you are relaxing on the beach, surfing or diving, always clean up after yourself. Respect the ocean by not interfering with wildlife or removing rocks and coral. Participate in or organise local beach clean-ups. Pick up what you find no matter how big or small. Neglected, lightweight debris will be blown into the sea. 

7 Read Labels Carefully and Educate Yourself 

Don’t purchase items that exploit marine life and choose ocean-friendly products. There are many products on the market that harm fragile coral reefs and marine populations. Avoid purchasing coral jewellery, tortoiseshell hair accessories, cosmetics containing shark squalene and other shark product, as well as fish tank accessories which are often sourced from fragile coastal ecosystems. Don’t buy fish as pets either and take a strong stance against keeping exotic species in captivity.  

8 Support Organisations That Protect the Ocean 

There are many local and global organisations that are fighting to protect ocean habitats and marine wildlife, like the brave people of Sea Shepherd. Consider giving financial support or volunteering for hands-on advocacy. We hope to raise about $15 000 for them in the next 6-months through the global sales of our Fish-Style Fillets and Battered Prawn-Style Pieces (both are available through your local retailers). We’ve been working with Sea Shepherd for years, and truly believe that they are ocean warriors and that they will do so much with this money for our beautiful ocean. 

9 Be the Change in Your Community 

One person can make a difference! Start beach cleanups, ask restaurants and supermarkets to offer more plant-based and fish-free options. Speak up if you notice threatened species on the menu or seafood counter. Take some time to research the ocean policies of government officials before casting your vote. An easy way to make a huge difference is cooking plant-based meals for friends and family to show them how delicious they can be. Have a look at our recipes to get some inspiration. 

10 Share your knowledge with others  

Inspire friends and family to watch Seaspiracy, post plant-based seafood recipes on your own social media pages and share interesting facts.  Be the inspiration for someone else’s change!