Holland & Barrett has launched a new vegetarian and vegan food-to-go range in an initial six-store trial in London.
The launch sites are Covent Garden, High Holborn, Cheapside, Leadenhall, Victoria Gate and Canary Wharf.
The Letter One Retail Group-owned health and wellness retailer said it would roll out food to go further among its 800-plus stores in the UK and Ireland, depending on the demand.
The retailer said it had launched the trial to meet growing demand in the capital for “affordable” vegan and vegetarian lunches.
The range includes £3.99 meal deals, comprising mains, snack and drink.
Products include plant-based options from brands such as Deliciously Ella, Vita Coco, Hippeas and Captain Kombucha.
Veggie sandwiches, wraps and salads, probiotic yoghurts and “health pots”, including a bulgur wheat and kale tabbouleh bowl, are among the choices on offer.
Each store has around 10ft dedicated space – 7ft for chilled goods and drinks, and 3ft for snacks, plus crisp baskets on the front of the chiller.
“As a trusted health food retailer, there has been a mounting demand from our customers for vegan and veggie lunch-to-go options and we are excited to be able to launch into this category with six of our stores now selling a wide variety of fresh lunch foods,” said Holland & Barrett head of food Ian Chant.
The retailer said it chose a £3.99 price point for its meal deal in order to become the destination retailer for affordable plant-based lunches. It claimed professional Londoners currently spent on average £6 to £7 on lunch.
“We’re delighted by the mix of exciting, innovative food and drinks brands available as part of the deal and hope our customers will be too,” added Chant.
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