UK’s fourth biggest supermarket, Morrisons, is launching its own vegan ready meals in October, following the footsteps of Asda, Tesco and others, to join the current and fast-moving trend for veganism and flexitarianism.
Morrissons, based in Bradford, was traditionally known primarily as a butchers and merchant of eggs and dairy, and sold meat slaughtered in its own abattoirs. However, now they are jumping on the vegan bandwagon and have released some own-brand vegan products including a chili, “veggies in blankets” and a range of own-brand vegan cheeses, including a dairy-free Red Leicester.
Morrisons Chief Executive David Potts, said to the Guardian that the expansion into vegan foods was “part of attempts to broaden the supermarket’s appeal, especially among young people. This is the latest news in a series of own-brand vegan launches from UK supermarkets, which can only be good news for the vegan market and consumer.
