14 May 2018, 13:28 PM
  • The upmarket supermarket will increase its total vegan and vegetarian assortment by 60 per cent, noting that 2018 is the year "plant-based diets go mainstream"
Waitrose set to extend meat-free offering with dedicated vegan section

After introducing its largest ever range of meat-free foods in October 2017, Waitrose is set to roll out 50 new vegetarian and vegan products.

Among the brands are The Happy Pear and The Vegetarian Butcher - a Dutch company specialising in meat substitutes made using plant-based proteins.

The multiple has recorded an uplift in sales of vegetarian food, which are currently up 34% against the same time last year.

Alongside the extended meat-free offering, the retailer will also have a dedicated, signposted vegan section in its store - a supermarket first it claims.

Chloe Graves, Waitrose chilled vegetarian and vegan buyer said, “Our current selection of products has been selling really well week after week, with requests for more choice coming from our customers and Partners, so we could clearly see there was an appetite to have more vegetarian and vegan options in our shops.

“Increasing our range builds on the work we did last year to increase choice for our customers in this area. We are working with some fantastic exclusive brands to ensure our shoppers have a really unique selection of food to choose from.

“With flexitarianism also on the rise, we have made sure we have dishes and ingredients for those looking to opt for a meat-free meal, that was suitable for the whole family to enjoy.”