UK supermarket Morrisons, is going to be launching a new range of frozen vegan ready meals alongside other products. The new line comes as a result of the supermarket makes efforts to keep up with the popularity of plant-based diets, and to appeal to consumer demand.
Morrisons chief executive, David Potts, spoke to the Guardian and said that they are trying to target young consumers in particular, but also reach a wider audience. Morrisons acknowledge that younger generations are the demographic who are looking for vegan food especially, with a greater need for a variety of products.
The new range is expected to hit stores in October, however, the retailer has shared reviews of what consumers can expect. A bean-based ‘non carne’, ‘veggies in blankets’ and plant-based cheeses are going to be joining the line of vegan products available in stores. The flavours of vegan cheese are reportedly similar to red Leicester, and a product similar to cheddar.
Morrisons currently stocks brands such as Linda McCartney, Quorn, Fry’s and VBites. All of the new vegan products are clearly labelled, which is also in line with Animal Aid’s #MarkItVegan campaign. The retailer has some products labelled as suitable for vegans, however, the range is designed for people who avoid animal products, or for those who are looking to reduce their intake of meat or animal products.