Source: The Retail Bulletin
The retailer will also have a dedicated vegan section, which will be signposted in its shops. In total, the range will feature 125 ingredients, ready meals and other meat-free products.
The move comes as Kantar UK Insights predict that 2018 will be the year UK consumers turn to veganism with plant-based diets going mainstream. Waitrose said the trend is reflected in its sales of vegetarian food, which are up 34% against the same time last year.
Chloe Graves, Waitrose chilled vegetarian and vegan buyer, explained: “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.”
Among the 50 new products being introduced 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.
With the range due to launch on 4 June, 125 Waitrose branches will stock the full selection of vegan and vegetarian food.