DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5
Private Label

Asda Launches Vegan Plant-Based Range

By Dayeeta Das
Share this article
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.

ADVERTISEMENT

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.”

ADVERTISEMENT

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.

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.