It sounds almost too unbelievable, but no less is it true.
The Danish food company natural enviro' informs in a press release that they have now launched the chicken, where there is no meat in.
'We would like to show plantevejen by challenging the chicken with the product Pipfri, which is made on the Danish peas and can be used in exactly the same way as kyllingestykker in all sorts of dishes', says the director of the company, Henrik Lund.
He expects that many danes want to be on plantebølgen and begin to eat less meat.
'We've worked a lot with the ingredients, texture and taste, so Pipfri also with regard to the flavor and texture hit the spot,' he says.
the Danes are, according to Henrik Lund become much more aware of the health and the environment, and therefore fits his product really well into the Danish market.
'the Consumers have understood that many small steps make a big difference. The small, but important steps we take for example, when we buy and prepare food. Plant-based food pollute our environment far less than animal products', he says in the press release.
It is possible to purchase the product in Rema 100, where it is located in the same place where you find chicken that actually contains chicken meat.
And at Rema 1000 tells shopping - og marketingsdirektør Anders Jensen, that one is really fond of to bet on the product without the meat.
- We can see that there is a new trend, where people want to have a meat-free-day, so it fits in really well with that, we choose to have this product in their range, " says Anders Jensen to Ekstra Bladet.
He can't tell what the real sales figures are in yet, but it has been a good start for the Pipfri product.
- We can see that it has made a good start, and there is a fairly large interest. People are interested in the product, and it writes also to us, that it is good, we are starting to sell it, he says.
According to the director, there is no doubt that it shall be received, when the big promotion starts next week.
- It has been a nice reception, so it should enough people take good care of.
Pipfri has been in the trade since the 2. January.