Supermarket chain Waitrose is set to double is vegan and vegetarian ranges following the sharp increase in vegetarian sales. 50 new products will be launched from this June through 125 stores around the UK.
The new range will feature 125 ingredients, convenience meals and other meat-free products. In a supermarket first, the retailer will also have a dedicated vegan section. Among the new products are two exclusive brands: The Happy Pear and The Vegetarian Butcher, the former created by renowned plant-based and wholefood chef duo David and Stephen Flynn, and the latter is a Dutch company specialising in meat substitutes, made using plant-based proteins.
Chloe Graves, Waitrose chilled vegetarian and vegan buyer, said: "Our current selection of products has been selling really well week after week, with requests for more choice coming from our customers and partners, so we could clearly see there was an appetite to have more vegetarian and vegan options in our shops.
"With flexitarianism also on the rise, we have made sure we have dishes and ingredients for those looking to opt for a meat-free meal, that was suitable for the whole family to enjoy."
The move resonates with comments from Alpo's Nutrition Manager Kate Arthur who was talking at the recent Balance Festival in London, who identified the benefits of a plant based diet, and the science behind it. Read what Kate had to say in our June healthwatching report here.