Aldi I Am Vegan Quarter Pounders - Packshot

Source: Aldi UK

I Am Vegan will replace The Meat Free Butcher range, which appeared in stores between January and March this year

Aldi has responded to the surge in shopper interest in plant-based meat alternatives with the launch of new own label brand I Am Vegan.

The discounter unveiled its first product in the range, a quarter pounder, at the end of June (rsp: £1.99/two-pack).

The burger is made of soya, pea protein and smoked salt, which gave it a “chargrilled and smoky flavour”, Aldi said. It plans to roll out further SKUs in the I Am Vegan range “over the next six months”.

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“The launch of I Am Vegan is in response to the growing popularity and appetite for vegan options amongst our customer base,” said Aldi’s managing director of buying, Julie Ashfield.

“We continue to review our range to ensure that it meets the needs of our customers and we look forward to expanding it even further over the coming months.”

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Interested in own-label? The Grocer Own Label Accreditation Scheme allows UK retailers to gain independent consumer approval of their products and a robust, objective analysis of their quality and purchase intent.