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Morrison’s Launches Own-brand Vegan Line “V Taste”

Morrison’s supermarket has launched its own-brand vegan ready meal range, featuring a range of dishes and desserts.

The new range was announced in September and is now available in Morrison’s supermarkets across the UK. The range is called V Taste and includes: Mushroom Bolognese, 3 Bean Chili Non-Carne, Butternut Squash and Chickpea Curry, Sweet Potato Nut Cutlets, Katsu Curry Melts, Teriyaki Mushroom Noodles, plant-based burgers and sausages, “veggies in blankets,” vegan cheese, and desserts. A selection of vegan grab-and-go meals has also been added, including an Indian Onion Bhaji Wrap and a Bombay Vegetable Wrap. The two new vegan desserts, Red Velvet Cupcakes and Chocolate Cupcakes are both part of Morrisons’ Market Street Cake Shop range.

Morrison’s also stated that it is now labelling more than 300 products as being “suitable for vegans“. Research has shown that 70% of customers of all dietary preferences would switch to a supermarket with clear vegan labelling.

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