Waitrose & Partners doubles Vegan Range for 2020

This January, Waitrose & Partners will add over 30 new vegan products, across own-label and branded, doubling the range from last year. 

The new range includes a number of first-to-market innovations such as the Vegan No Egg Fried Rice, cooked rice with tofu, petits pois, spring onion, ginger and sesame seed oil, and the Crisp-Crumbed Fishless Goujons, made from banana blossom, a natural ingredient found at the end of the banana fruit cluster with a fleshy, flaky texture that mimics fish. Another exclusive only found at Waitrose & Partners, is a Vegan Spicy Meatless Feast Pizza, which uses vegan pepperoni.

The retailer has revealed sales for vegan and vegetarian products have increased in the last year, with vegan ready meals overtaking vegetarian for the first time ever*. 

The range has been given a striking new design to make shopping the products easier for customers and focuses on three main themes:

  • Ready-meals dishes that are quick and convenient, but still full of vibrant flavours
  • Shortcut cooking ingredients that make it easy for customers to cook vegan and vegetarian food, and experiment with new flavours
  • Vegan and vegetarian alternatives to products like pizza, garlic bread and savoury snacks

Simona Cohen-Vida-Welsh, Waitrose & Partners Vegan Developer says, “Last year we saw veganism and plant based diets making their way further into the mainstream and we see no signs of this slowing down. 

‘This January we are doubling our vegan and vegetarian range with some innovative new products not seen on supermarket shelves before. Our flavour-packed range offers both simple ingredients for customers to build their own dishes and comforting ready meals for a quick and easy dinner. Cutting down on meat, increasing your vegetable intake or going vegan has never been easier!”

The range follows on from the biggest Christmas ever for vegan food, with sales up by 40% year on year, as more customers than ever looked to incorporate a vegan offering into their festive feasts.

The range is available exclusively in Waitrose & Partners shops and online.

*Waitrose & Partners Food & Drink Report 2019/2020

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