Asda has launched a 48-strong vegan range under its own-label.
Plant Based, which is being rolled out in stores and online today (2 January) and spans across chilled and frozen ready meals, meat alternatives and food to go and is approved by The Vegan Society.
The range includes Duckless Spring Rolls (rsp: £2.25), ‘Cheese’ and Chive Potato Skins (rsp: £2.25), Smoky Tofu Burritos (rsp: £2.50) and chicken and mince alternatives (both rsp: £1.50).
Asda has largely used a new mushroom-base for its meat-free alternatives to burgers, sausages and mince which it says is a ”first-to-market piece of innovation” making it “more sustainable” than soya-based alternatives.
“The demand for plant based products is growing at a rapid rate, but it can be challenging for customers to find diverse, high-quality, and inexpensive options on the market. The new Asda Plant Based range has been designed to offer something for everyone, at affordable prices.”
60% of the Plant Based product feature Asda’s new Live Better logo, an indicator to signpost healthy choices within its own-label ranges, and 40% have no red traffic lights for fat, salt, sugar and saturates.
Packaging for the Plant Based range is also 100% recyclable, a move which Asda describes as a ”first for any retailer”.
”Whether customers are vegan, flexi-tarian, or just want to cut down on their meat intake, the new range offers premium quality and great value, meaning customers won’t have to compromise a thing.”