Asda has become the first UK supermarket to use The Vegan Society trademark on its products, beginning with Vegan Vodka.
The Walmart giant has started putting the vegan trademark on 16 different items, which will appear on shelves in the next few months.
Asda joins other high-profile companies such as Alpro, Lush, Original Source and Ikea in taking the trademark, which is present on about 24,000 products spanning some 800 companies.
The list of Asda products to carry the vegan trademark include:
• Extra Special Triple Distilled Vodka 70cl
• Blueberry Wheaties
• Meat Free Beef Style Quarter Pounders
• Rich Balsamic Dressing
• Fig, Date & Balsamic Chutney
• Tomato Ketchup 560g
• Tomato Ketchup Smart Price
• Mild Curry Sauce
• Sweet & Sour Sauce
• Hearty Vegetable Soup
• Wholewheat Spaghetti
• Crunchy Peanut Butter 340g
• Reduced Fat Smooth Peanut Butter
• Smooth Peanut Butter 340g
• Wholenut Crunchy Peanut Butter 340g
• Crunchy Peanut Butter Smart Price 340g
Asda already had a wide range of own-brand free-from snacks that are suitable for vegans, as well as refrigerated and frozen goods.
Lizzy Massey, vice president of Asda own brand, said: “Our customers are at the heart of everything we do and we know that they have different needs and demands from our products. That is why we have listened to feedback from our customers and are proud to put vegan labelling on our own brand products.”
George Gill, chief executive of The Vegan Society, said: “We are very pleased that yet another major retailer has listened to its customers and decided to make the shopping experience easier for vegans and those shopping on their behalf.
“Asda’s move reflects the nation’s changing eating habits towards healthier and more compassionate choices, setting a great example for other supermarkets, which has been reflected in the positive comments on social media in reaction to this news.
“Providing vegan options makes clear commercial sense for retailers, who can open up their market to a fast-growing number of vegans worldwide. The Vegan Society works to assist businesses in labelling their products with the vegan trademark.”