Plant-based Sales up 85% in Waitrose

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UK supermarket Waitrose has announced that sales of vegan and vegetarian products are up 85% compared to last year. To celebrate the success in the meat-free category, the supermarket is adding 25 new products to their own-brand line, which will be available this week.

The new range will include a selection of vegetarian and vegan cuisine and also plant-based staple ingredients to appeal to both vegans and flexitarians.

The new products include Vegetarian Jackfruit Biryani, Vegan Mac and Greens, and Vegan Moroccan Inspired Aubergine and Grain Bake.

Chloe Graves, Waitrose Chilled Vegetarian and Vegan Buyer says, “The growing appetite for meat-free dishes has been reflected throughout the year with rising sales of vegan and vegetarian products, as well as the introduction of exciting and delicious new products to the foodie market.

“In line with this growing demand, we’re excited to have developed an exclusive range of own label vegan and vegetarian products to delight customers. The innovative dishes include complete meals for a quick and easy dinner, as well as staple side dishes, each proving that a vegan or veggie meal doesn’t have to compromise on flavour.”