Asda Launches First Plant-Based Range

Asda Launches It’s First Plant-Based Range

To mark the start of Veganuary, leading supermarket Asda has launched a new range of vegan-friendly dishes, all under the new ‘Asda Plant Based’ label.

Approved by the Vegan Society, with most of the products featuring the new ‘live better’ logo, the new dishes launched at the start of this month, just as the demand for plant-based products hits an all-time high.
Asda research has revealed that 52 per cent of 18-34-year olds plan to reduce their meat intake in 2020. However, these same findings suggest that price is still the main barrier for 33 per cent of UK households, as they believe eating meat-free meals will be more costly.

The new additions will be the most affordable on the market, with products starting from just £1.50, giving customers more convenient, cost-effective options.

Meat-substitutes found in supermarkets are often made with soya. Asda, however, is offering mushroom-based meat-alternatives, including meat-free mince, burgers, sausages and meatballs. This will give customers more nutritious and healthier options with a meaty and savoury, umami taste.

Own brand strategy manager at Asda, Julie Wild, commented: “The demand for plant-based products is growing at a rapid rate, but it can be challenging for customers to find diverse, high-quality, and inexpensive options on the market.”

“The new Asda Plant Based range with 48 new products to choose from – all approved by the vegan society – has been designed to offer something for everyone, at affordable prices. Plus, in a first for any retailer, all trays and sleeves packaging found in the Plant Based range is 100 per cent recyclable, making it easier for our customers to make sustainable choices.

“Whether customers are vegan, flexitarian, or just want to cut down on their meat intake, the new range offers premium quality and great value, meaning customers won’t have to compromise a thing.”

Showcasing a variety of dishes from duck-less spring rolls, No-Zzarella sticks and dirty fries to nutritious ready meals (chilled and frozen), snacks, pizzas and food-to-go items, the new collection has something for everyone.

Available now in selected Asda stores.

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