Marks & Spencer has vowed to make all of its own label wines vegan-friendly by the end of 2022.
Currently 70% of the M&S wine range is suitable for vegans after the retailer began labelling wines that are vegan-friendly back in 2005. Remaining lines will see animal-based ingredients such as egg whites, milk protein and animal gelatine substituted with plant-based alternatives like pea protein.
Sue Daniels, M&S winemaker, said: “Obviously, such a large-scale commitment isn’t without its challenges – however we have been working on alternatives with winemakers for several years and have already seen radical changes in more traditional areas such as France and Spain. We will be supporting the rest of our partner wineries every step of the way towards this goal.”
Earlier this year, M&S launched its 60-strong vegan-friendly ‘Plant Kitchen’ range. It will be extending its vegan range over the festive season by offering customers a complete vegan-friendly Christmas dinner for the first time.
The move is part M&S’s ongoing plans to make its products more relevant to its customers and to reflect their changing dietary demands. As part of this drive, the retailer revealed this week that it was launching a range of own label Halal prepared ready meals, which it claims is a first for a major UK retailer and will tap into growing demand for such products.
NAM Implication:
- What about those of us without pointy ears?
