Waitrose launches own-label vegan and vegetarian range

As the number of consumers adopting a vegan, vegetarian and flexitarian diet continues to grow, Waitrose & Partners has reported that sales of vegan and vegetarian products are up 85% compared with last year.

To celebrate this trend, the supermarket chain is expanding its offering with the launch of an exclusive own-label range of 25 vegan and vegetarian products, available this week.

The new dishes offer a selection of complete vegan and veggie meals in a variety of flavours and cuisines, as well as vegan staple ingredients that can be enjoyed by both vegans and meat eaters alike.

Examples include Waitrose Vegan Mac and Greens, which is made with macaroni pasta with a vegan creamy sauce, topped with broccoli, cavolo nero (a variety of cabbage) and finished with a ciabatta and bulgur wheat crumb.

Waitrose chilled vegetarian and vegan buyer Chloe Graves said: “The growing appetite for meat-free dishes has been reflected throughout the year with rising sales of vegan and vegetarian products, as well as the introduction of exciting and delicious new products to the foodie market.

“In line with this growing demand, we’re excited to have developed an exclusive range of own-label vegan and vegetarian products to delight customers. The innovative dishes include complete meals for a quick and easy dinner, as well as staple side dishes, each proving that a vegan or veggie meal doesn’t have to compromise on flavour.”


Waitrose Vegan Mac and Greens

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