Private Label

Waitrose & Partners To Expand Its Vegan Range

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Upmarket retailer Waitrose & Partners has announced plans to add more than 30 new vegan items to its private-label and branded product ranges.

Simona Cohen-Vida-Welsh, Waitrose & Partners vegan developer said, "This January we are doubling our vegan and vegetarian range with some innovative new products not seen on supermarket shelves before."

The new range, available in a new design, has been classified into three themes to make shopping easier. These include Ready Meals, Cooking Ingredients, and Vegan and Vegetarian Alternatives.

The New Range

The new additions include, among others, vegan no-egg fried rice, cooked rice with tofu, petit pois, spring onion, ginger and sesame seed oil, and crisp-crumbed fishless goujons.

The goujons are made from banana blossoms, which have a fleshy, flaky texture that mimics fish.

The retailer will also offer an exclusive vegan spicy meatless feast pizza with vegan pepperoni.

"Our flavour-packed range offers both simple ingredients for customers to build their dishes and comforting ready meals for a quick and easy dinner. Cutting down on meat, increasing your vegetable intake or going vegan has never been easier,” Cohen-Vida-Welsh added.

According to Waitrose & Partners Food & Drink Report 2019-2020, the sales of vegan ready meals surpassed vegetarian alternatives for the first time.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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