Introducing Ireland’s newest vegan food brand, ‘What The Faux’ (WTF)

New range is handmade at a 100% meat-free facility in North Dublin


Brand Central

21 September 2022

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‘What The Faux’ (WTF), Ireland’s newest vegan food brand, is bringing an impressive range of faux meats to the retail and foodservice market.

Handmade at a 100% meat-free facility in North Dublin, What The Faux’s mission is to positively transform how consumers feel about removing meat from their diets. Its Steak Tips and P*rk Fibs come in easy to cook ready-made packs and are identifiable as a protein addition to any dinner or lunch plate. Not only that, the brand is confident they taste “fauxing amazing” too!

CEO Alan Fynes explained more about the brand’s handcrafted production: “After many years of research, I am delighted to bring our first two plant-based ‘meats’ to the Irish market,” he said. “The ‘Wash the Flour’ method that we use at our production facility is unique in that it involves a lot of intricate handcrafted work but we wouldn’t have it any other way as we know that with that process comes a lot of passion and attention to detail.

“We are proud to work out of a dedicated meat- free facility and happy to report that there are several new products in the pipeline so watch this space! We can’t wait to share them with you at Dublin VegFest 2022,” Fynes added.

The range is currently stocked in select SuperValu stores across Dublin, as well as in select delis and on a few restaurant menus too.


For more information, visit

Follow @whatthefauxfood.



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