Waitrose Responds to Rise of Vegans with New Own-Brand Range

Waitrose vegan
Waitrose

UK supermarket Waitrose & Partners has reported that sales of vegan and vegetarian products are up 71% compared to last year. To celebrate this growing trend, they are expanding their plant-based offerings with an exclusive own label range of 30 vegan and vegetarian products.

The new range, available this week, includes a selection of complete vegan and veggie meals in a variety of flavours and styles which are appealing to both consumers either following plant-based or omnivorous diets. The line includes: Vegetarian Jackfruit Biryani, Vegan Mac and Greens, and 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 delighted 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.”

The new range is available now in all Waitrose branches and to purchase online.