Last month, vegconomist reported on the #MarkItVegan campaign initiated by UK animal rights organisation Animal Aid, which petitions supermarkets to clearly label their their own-brand vegan products in some way, whether by the use of the words ‘suitable for vegans’, a logo or otherwise. Today Animal Aid announce the good news that Iceland has confirmed it will introduce a clear labelling scheme for their upcoming vegan range, in adherence with the campaign.
Animal Aid’s #MarkItVegan campaign, showed that 96% of respondents were more inclined to spend their money on products stating ‘suitable for vegans’ or ‘100% plant-based’. Prior to the launch of the campaign, the only UK supermarkets which widely labelled their own-brand vegan products were Sainsbury’s and Co-op. Iceland will join Tesco, Asda, Morrisons and Aldi who have all committed to clear vegan labelling following the launch of the #MarkItVegan campaign.
In a press release dated today, 23 August, Animal Aid say that Iceland are only at the beginning of this ‘long and complex process’, so the label will not be seen for some time, but they nevertheless welcome this positive decision. Animal Aid Vegan Outreach Campaign Manager, Tod Bradbury says: ‘We are absolutely delighted that Iceland has made the decision to label their own-brand vegan products. This will make a huge difference not only to vegans, but to vegetarians, reducetarians, those wanting to try vegan food, and indeed those who purchase vegan food for family members. Iceland has, as of late, considerably upped their vegan game with plans to release 13 new vegan meat-alternatives to its stores very soon.’
The organisation is now calling for other supermarkets to follow suit and clearly label which products are suitable for vegans. Congratulations on your efforts, Animal Aid!