Asda is claiming to have become the first supermarket in the UK to launch a vegan destination in store entirely dedicated to plant-based products.
The vegan aisles across 359 Asda’s stores consists of one bay of savoury products including proteins, cooking sauces and condiments, and another bay of snacks and sweet lines.
The move has seen the chain launch 104 new vegan SKUs including own label meal pots, as well as a number of brands such as Mrs Crimbles, Vego, two exclusive Galaxy chocolate flavours, and an exclusive Falafel Mix from Bosh.
The supermarket highlighted research that showed that 17% of UK households are reducing their meat intake or following a plant-based diet. Asda has also seen searches for vegan lines on its website increase by 275% since last year.
“We understand that customers want a quick and simple shopping experience, and this shouldn’t be restricted by dietary requirements,” said Sarah Thornewill, Asda’s Buying Manager.
“By merchandising all our vegan items together, we hope to save customers time and offer inspiration, whether for those following a plant-based diet, or those looking to reduce their meat consumption.”
