Asda has unveiled two new vegan ranges: OMV and Plant Based by Asda, featuring 112 products. The supermarket describes the OMV range as containing “decadent, tasty treats” while the Plant Based by Asda range offers “nutritionally balanced meat-free meals that don’t compromise on flavour”
The supermarket has secured Married at First Sight star Zoe Clifton as an ambassador for its new ranges. On the show, Clifton was seen to be sceptical of veganism, but will be partaking in Veganuary with the support of her partner Jenna, who follows a plant-based diet.
The full range will be available to buy in-store throughout 2023, with select products also available to buy online from 4 January. The supermarket will further support the launch with cashback prizes through the Asda Rewards app, giving customers who spend £5 on vegan own-brand products £1 back in their cash pot.
Here are the highlights of the range.
New for January 2023, Asda’s OMV Hot & Spicy No Chicken Burgers (rsp: £2.25) are a “must-try”. Prepared with a pea and wheat protein blend and encased in a hot and spicy crumb, Asda suggests pairing with the OMV Brioche Burger Buns (rsp: £1.15).
The Plant Based by Asda meat-free bacon-style rashers (rsp: £2) feature Asda’s ‘Live Better’ icon, awarded by its in-house team of nutritionists and dieticians to signal health credentials.
“We know many customers choose vegan products for their health credentials, but not all vegan products are healthier choices, which can make shopping challenging,” says Asda own brand nutritionist Sophie Rose. “We know it is hard to navigate healthy eating and we are passionate about making healthier choices easier for everyone.
“We have ensured all products in the Plant Based by Asda range adhere to our strict Live Better criteria. All products in the range are therefore non-HFSS as per the Ofcom nutrient profiling model, have green or amber front-of-pack traffic lights, have defined nutritional benefits, and meet category-specific nutrition criteria. For example, Plant Based by Asda ready meals are all non-HFSS with no red traffic lights, are under 600 calories per portion, provide at least one of your five a day and meet source of fibre, low saturated fat and/or source of protein claims. This criterion is specific to the defined importance of nutritional profiles across each category.”
A vegan take on a classic dish, the OMV Mac No Cheese (rsp: £2.85), is billed as a “quick and comforting weekday meal”. It combines traditional macaroni pasta with a coconut oil-based cheese alternative, topped off with a paprika and parsley crumb.
Food to go
Asda’s new ranges also include on-the-go options, such as the Plant Based by Asda Chick*n Caesar Wrap (rsp: £2.75) – a grill-marked tortilla wrap complete with flame-grilled soya protein pieces, vegan caesar-style mayonnaise, lettuce, tomato, gherkins and an alternative to Italian-style hard cheese.
The range also features an OMV Hoisin Duckless Wrap (rsp: £2.75) and a No Prawn Sandwich (rsp: £2.75), an oatmeal bread sandwich with a vegan prawn alternative marinated in a vegan Marie Rose sauce.
The OMV range includes a number of sweet treats such as Choc Brownies (rsp: £2) complete with a sprinkling of chocolate chips, and the Salted Fudge Chocolate Bar (rsp: £2.50), a rice-based caramel milk chocolate bar topped with vegan salted caramel fudge and crunchy honeycomb pieces.