Following the launch of its biggest ever range of meat-free foods in October 2017, a dedicated Waitrose vegan and vegetarian section is being today. The supermarket will increase its total vegan and vegetarian assortment by 60%.
Among the 50 new products are two exclusive brands, The Happy Pear – created by renowned plant-based and whole food chef duo David and Stephen Flynn, and The Vegetarian Butcher – a Dutch company specialising in meat substitutes, made using plant-based proteins.
Kantar UK Insights predict 2018 to be the year Brits go vegan, also noting it is the year that plant-based diets go mainstream. Waitrose is seeing this reflected in its sales of vegetarian food, up 34% against the same time last year.
In a supermarket first, the retailer will have a dedicated Waitrose vegan and vegetarian section, which will be signposted in its shops. In total, the range will feature 125 ingredients, ready meals and other meat-free products designed to make shopping easier for customers looking for vegetarian and vegan options.
Chloe Graves, Waitrose Chilled Vegetarian and Vegan Buyer says, “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.”
David and Stephen Flynn, The Happy Pear co-founders said: “We are chuffed to be entering the UK market with our products and really honoured to be working with Waitrose to expand its vegan range. Our great-tasting, vegan products are all made from natural ingredients and are great for all lifestyles and those wanting to eat more veg.
“We have been working with Waitrose since 2016, creating vegan recipe videos and on customer events, and this is a great, growing partnership, which supports our mission to help people live healthier and happier lives.”
The range, which launches in Waitrose from today Monday 4th June, will see an increase of products available in all shops, with 134 branches with a vegan bay.
Another range to look out for is The Vegetarian Butcher which launched in The Hague in 2010. Having tried the products in Holland I am super excited to be able to finally have them available in the UK.
The new Waitrose vegan and vegetarian range consists of:
• Waitrose Vegetable Burgers £2.99
• Waitrose Sweet Potato Stacks £3
• Waitrose Buffalo Cauliflower Bites £2.50
• Waitrose Sweet Potato and Chipotle £2.50
• Two Waitrose Summer Berry Quinoa Crumble £4 (suitable for vegans)
• Two Waitrose Chocolate Tortes £3.50 (suitable for vegans)
• The Happy Pear Sundried Pesto £3 (suitable for vegans)
• The Happy Pear Basil Pesto £3 (suitable for vegans)
• The Happy Pear Houmous £2 (suitable for vegans)
• The Happy Pear Beetroot Houmous £2 (suitable for vegans)
• The Happy Pear Shepherdless Pie £4.50 (suitable for vegans)
• The Happy Pear Chickpea Curry £4.50 (suitable for vegans)
• The Vegetarian Butcher Mc Burger £2.99
• The Vegetarian Butcher Little Willies £2.99
• The Vegetarian Butcher Chicken Nuggets £2.99 (suitable for vegans)
• The Vegetarian Butcher Chicken Pieces £2.99 (suitable for vegans)
• Clive’s Tomato and Olive Provencale Tart £3.49 (suitable for vegans)
• Clive’s Creamy Mushroom Wholemeal Pie £2.55 (suitable for vegans)
• Clive’s Lentil and Kale Ragout with Cranberry Tart £3.49 (suitable for vegans)
• Clive’s Nut Roast for two £5.25 (suitable for vegans)
• BOL Mediterranean Roasted Vegetable 345g £3.00 (suitable for vegans)
• BOL Sri Lankan Lentil Sambar 345g £3.00 (suitable for vegans)
• BOL Sweet Potato & Cauliflower Immune Boosting Super Soup 500g £3 (suitable for vegans)
• BOL Thai Coconut Curry 345g £3 (suitable for vegans)
• Quorn Thai Bites £2.25
• Quorn Single Sausage Roll £1.69
• Quorn Steak Slice £1.69
• Quorn Emmental Escalape £2.89
• Quorn Oriental Ready Meal £3.30
• Quorn Vegan Ham Slices £2 (suitable for vegans)
• Quorn Vegan Chicken Slices £2 (suitable for vegans)
• Quorn Turkey Deli Slices £1.80
• Cauldron Indian Balls £2.69 (suitable for vegans)
• Heck Beet Goes On Sausages £2.69
• Higgidy Spanokapita Rolls – 2 Pack £2.65
• Higgidy Vintage Cheddar Rolls – 2 Pack £2.65
• Higgidy Artichoke Parcels £3.50
• Higgidy Vegan Parcel £3.50 (suitable for vegans)
• Pieminister Kevin Pie £3.70(suitable for vegans)
• Ugo Butternut Fiorelli £3.49 (suitable for vegans)
• Ugo Mushroom Fiorelli £3.49 (suitable for vegans)
• Ugo Beetroot Gnochhi (suitable for vegans)
• Tideford Tomato and Basil Sauce £2.29 (suitable for vegans)
• Tideford Lentil and Kale £2.29 (suitable for vegans)
• Tideford Tomato and Pepper and Miso Soup £2.89 (suitable for vegans)
• Tideford Minestrone Soup £2.89 (suitable for vegans)
• Tideford Miso Paste £4.99 (suitable for vegans)
• Tideford Vegan Gravy £2.59 (suitable for vegans)
• Koko Dairy Free Alternative To Cheddar £2.29 (suitable for vegans)
• Koko Dairy Free Alternative To Soft Cheese £1.99 (suitable for vegans)
• Linda McCartney Duck Meal Kit £5 (suitable for vegans)
• Linda McCartney Scampi £2.75 (suitable for vegans)
• Linda McCartney Meatballs £2.75 (suitable for vegans)
• Linda McCartney Sausages £2.75 (suitable for vegans)
• White Rabbit Viva La Vegan Pizza £5 (suitable for vegans)
• White Rabbit Smokin Vegan Pizza £5.00 (suitable for vegans)
• White Rabbit Plain Vegan Pizza Base £3.50 (suitable for vegans)
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