The Co-op and Asda have kicked off 2020 by rolling out their own vegan brands to meet ever-increasing demand for such products.
With millions of people expected to take part in this year’s Veganuary, the Co-op has introduced a new meat-free own brand called GRO. It will be available in 2,000 Co-op stores and in up to 4,000 independent retailers served by the group’s Nisa operation.
The new vegan range features over 35 meat-free products and takes the Co-op’s total food and wine vegan offer to over 1,000 lines. In addition, all Co-op’s beer and cider range will become vegan in 2020, while it already offers almost 120 vegan wines.
The retailer stated that the GRO range had been created with busy and on-the-go shoppers in mind, with meal solutions for breakfast to dinner. It added that the new range “brings innovation to the plant-based category”, including a vegan steak bake and a Kashmiri pizza featuring cauliflower and a mozzarella looking vegan cheese.
The range aims to meet the growing demand for vegetarian and plant-based alternatives, with the retailer’s own research showing that the market has now topped £1bn for the first time. Jo Whitfield, CEO of Co-op Food, said: “Our new vegan range taps into the latest consumer trends.”
Meanwhile, Asda has rolled out a new 48-strong vegan range under its own label.
With prices starting at £1.50, the supermarket group claims the new ‘Plant Based’ range is the most affordable on the market. The new offering is also approved by The Vegan Society, with most products featuring Asda’s new ‘live better’ logo which aims to signpost the healthiest choices in the range.
The range spans across chilled and frozen ready meals, meat alternatives, snacks, and food-to-go. Products include a Meat Free Burger (£1.50), Smoky Tofu Burrito (£2.50), Duckless Spring Rolls (£2.25), Sweet Potato Katsu Curry (£2.50), and Tomato & Halloumi Balls (£1.75).
Julie Wild, Own Brand Strategy & Governance Manager at Asda, commented: “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.
“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.”
The vegan range features in Asda’s new ad campaign for 2020, titled ‘Don’t Compromise’. This aims to demonstrate that “when it comes to quality, price, and time, at Asda there is no need to compromise.
The first 30-second ad (see below) playfully captures the unnecessary and futile compromises we make in our everyday lives. In celebration of Veganuary, the ad focuses on the new Plant Based range, catering to customers looking to reduce meat-intake without compromising on flavour or price.
Andy Murray, Chief Customer Officer at Asda commented: “At Asda, we have premium quality own brand products and branded favourites at excellent prices, all under one roof, so there is no need for our customers to settle for less. This new ad campaign brings all of that to life, mixed with the playful personality our customers know and love.”
The retailer will also launch a secondary campaign focusing on value, highlighting that for the last 22 years, Asda has won the Grocer 33 price award.
