Asda has unveiled a new plant-based product range, which includes 48 SKUs, all of which are approved by the Vegan Society.
This new range comes in response to increased demand for plant-based products, which has reached an all-time high. According to research undertaken by Asda, 52% of 18-34-year olds in the UK plan to reduce their meat intake in 2020.
The new vegan-friendly range of plant-based products falls under the companies new ‘Asda Plant Based’ label.
The range is aimed at a lower price bracket, with prices starting at £1.50.
According to Asda, findings have shown that many (33%) of households in the UK believe that price is the main barrier to eating plant-based foods.
Growing Demand
Julie Wild, own brand strategy & governance manager at Asda, said: “The demand for plant-based products is growing at a rapid rate, but it can be challenging for customers to find diverse, high-quality, and inexpensive options on the market. The new Asda plant-based range with 48 new products to choose from – all approved by the vegan society – has been designed to offer something for everyone, at affordable prices.”
This month marks the start of Veganuary, a UK initiative that encourages people to go vegan for the month of January as a way of promoting a vegan lifestyle.
Across the range, Asda has chosen to avoid soy based meat-substitutes, in favour of a new mushroom-based meat-alternative.
Wild continues, "Plus, in a first for any retailer, all trays and sleeves packaging found in the plant-based range is 100% recyclable, making it easier for our customers make sustainable choices.”
The new range includes nutritious ready meals (chilled and frozen), snacks, pizzas and food-to-go items, and went on sale in-store and online on 2 January.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Elizabeth Schroeder. Click subscribe to sign up to ESM: The European Supermarket Magazine.
