OMV Chicken tenders

Source: Asda

Asda’s new OMV range is billed as offering ‘indulgent meat-free meals’

Retailers have led the charge in Veganuary NPD this year, with bumper new ranges from Tesco and Asda.

While Tesco has bolstered its Plant Chef range with five frozen lines, Asda has launched two vegan ranges.

The pair have spearheaded a spate of retailer NPD this Veganuary. Over the past month, there have been 25 chilled own-label vegetarian and meat alternative launches across the traditional big four, excluding temporary Christmas lines. That compares with 12 last year, according to research by The Grocer using Assosia data.

Asda alone has introduced two new dedicated vegan ranges – OMV and Plant Based by Asda – comprising 86 products.

OMV is billed as offering “indulgent meat-free meals”, such as No Pork Caramelised Red Onion Sausages (rsp: £2-£2.85).

Plant Based by Asda comprises “healthy, nutritionist-approved meat alternatives, including the likes of Bacon style rashers and Chick*n Caesar Wrap (rsp: £2-£2.75).

Tesco, meanwhile, has added five frozen Plant Chef products: 2 Meat-Free No Chicken Breasts, 4 Meat-Free Hot Dogs, 8 Fish-Free Goujons, 2 Fish-Free Cakes with Melt, and 2 Meat-Free No Chicken Garlic Kievs (rsp: £1.75-£2.30/180g-280g).

The products are designed to offer “easy plant-based substitutes to existing meal staples”.

Meanwhile, Morrisons has added vegan products to its Plant Revolution and Nourish ranges, including frozen sausage rolls and cookie dough ice cream.

Sainsbury’s has this month launched a healthy food range, comprising over 65 products. While Flourish is not a dedicated vegetarian or vegan range, it includes “plant-based options”, such as fruit smoothies and vegetable soups.

The activity comes on top of a spate of branded NPD, including a Squeaky Bean plant-based chorizo and a vegan streaky bacon line from This.