Asda has paved the way as the first UK supermarket to approach The Vegan Society with intention to improve the labelling of its vegan products.
The supermarket giant has started displaying the Vegan Trademark on 16 different items, some of which have already reached store shelves, causing positive social media reactions. Additional products will be released in the next few months.
George Gill, chief executive of The Vegan Society said: “We are very pleased that yet another major retailer has listened to its customers and decided to make the shopping experience easier for vegans and those shopping on their behalf. Asda’s move reflects the changing eating habits towards healthier and more compassionate choices, setting a great example for other supermarkets.”
Asda joins other high profile companies such as Alpro, Lush, and Ikea in taking the trademark, which can now be been on around 24,000 products spanning 800 companies.
While Asda is the first supermarket to use the Vegan Trademark, Sainsbury’s and The Co-op label the majority of their own-brand vegan products but the trademark provides extra assurance to vegan customers.