Asda is this week launching more than a hundred new ambient vegan products across 359 of its stores.
The range will be displayed in two bays entirely dedicated to plant-based products: one for savoury including proteins, cooking sauces and condiments, and another for snacks and sweet lines.
The new SKUs include Asda own-label rice and lentil bowls, as well as a number from brands such as Mrs Crimble’s, Vego, two exclusive Galaxy chocolate flavours, and an exclusive falafel mix from Bosh.
“We understand that customers want a quick and simple shopping experience, and this shouldn’t be restricted by dietary requirements,” said Asda buying manager Sarah Thornewill. “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.”
Product prices would be “market-leading”, Asda said, claiming it was the first UK retailer to launch an ambient vegan aisle.
The supermarket said searches for vegan lines on Asda.com had risen 275% since last year. Research conducted by the retailer found 17% of UK households were reducing their meat intake or following a plant-based diet.
The move comes after Asda launched 51 own-label, plant-based and Vegan Society-approved ready meals, snacks, pizzas and food-to-go options in January this year.
The vegan-focused NPD has continued through the year, with a soya-based, chicken-style joint launched this month.