Waitrose doubles size of vegan range
Waitrose & Partners is doubling its vegan range by adding over 30 new own-label and branded products this month.
The new items include what Waitrose claims are some first-to-market innovations such as Vegan No Egg Fried Rice, Crisp-Crumbed Fishless Goujons made from banana blossom, and the Vegan Spicy Meatless Feast Pizza which uses vegan pepperoni.
The supermarket has revealed that sales of vegan and vegetarian products have increased in the last year, with vegan ready meals overtaking vegetarian for the first time.
Other new products include the Vegan No Chicken Samosa, Vegan Pea and Jack Hock and a Vegan Asian inspired BBQ Mushroom with Sticky Rice.
In addition, Waitrose has given the packaging for its own brand range a new design.
Simona Cohen-Vida-Welsh, Waitrose & Partners vegan developer, said: “Last year we saw veganism and plant based diets making their way further into the mainstream and we see no signs of this slowing down.
“This January we are doubling our vegan and vegetarian range with some innovative new products not seen on supermarket shelves before. Our flavour-packed range offers both simple ingredients for customers to build their own dishes and comforting ready meals for a quick and easy dinner.”
The supermarket said Christmas 2019 was its biggest ever for vegan food with sales up 40% year-on-year.
