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Asda Launches Vegan Plant-Based Range

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.

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