There is a new addition to the festive table this year, one that won’t leave you feeling like you need to run a marathon just to get the weight off. Introducing the festive meatless meatloaf from The Fry Family Food Co.

It has been two years in the making, so a lot of thought and effort went into creating the first plant-based roast to hit South African shelves. The roast offering, made of  Soy and Quinoa, is equally nutritious and offers a flavourful vegetarian substitute for your otherwise meat-laden table.

According to  Wally Fry, founder, owner and recipe developer of The Fry Family Food Co, the roast is rich in omega-3 fatty acids, iron and fibre, low in saturated fat and 100% free from GMO, hormones, antibiotic and cholesterol.

Fry said that he crafted the Country Roast to provide a wholesome plant-based alternative that could still capture the real essence of a holiday meal. Indeed, delicately balanced with fresh Italian parsley and rosemary, this tasty and tender roast is indulgent and healthy, perfect for a Christmas dinner, sliced, or added in a sandwich for a holiday lunch.

Country Roast in a Sweet Tomato Glaze with Sweet Potato Mash

1 Fry’s Soy and Quinoa Country Roast
300g vine tomatoes

For the sweet tomato glaze
1/3 cup tomato sauce
3 tablespoons brown sugar
1 tablespoon yellow mustard

For the sweet potato mash
2 large sweet potatoes, peeled and roughly chopped
½ cup full fat coconut milk
1 sprig of rosemary, destemmed and chopped
Sea salt, to taste
Freshly cracked black pepper, to taste


  • Defrost the roast fully before cooking.
  • Preheat the oven to 180 degrees Celsius.
  • Remove the country roast from cardboard sleeve and plastic.
  • For the glaze, mix the tomato sauce, brown sugar and mustard until well combined. Pour half over roast.
  • Then prepare your oven-roasted tomatoes by rubbing a little olive oil in the bottom of a roasting pan. Cut the tomatoes into halves and place in the pan. Toss tomatoes with a splash of olive oil and sprinkle with herbs, salt and pepper.
  • Place the country roast in its foil on a baking tray. Cook the roast and the tomatoes in the oven for 30-35
  • For the sweet potato mash, add peeled and chopped potatoes into a medium pot and cover with water. Bring to a boil. Reduce heat to a simmer and cook until the potatoes are very tender, about 10 minutes. Drain.
  • Heat up the coconut milk in a pot, and add potatoes back in. Mash with a masher, adding in the rosemary, sea salt and black pepper.
  • Take the tomatoes and country roast out the oven.
  • For extra crispiness, keep the country roast in the oven for another few more minutes.
  • Serve with the remaining tomato sauce on the side as a dipping sauce and the mash.

Article written by

Nidha Narrandes

Nidha Narrandes is a food-obsessed travel addict with 21 years of journalism experience. Her motto - Travel. Eat. Repeat. She is happiest on a road to nowhere without a plan. A masterchef at home, she can't do without chilli - because chilli makes the world a tastier place.