UK supermarket Waitrose has launched a dedicated vegan section in its stores.
The new section will be added to all Waitrose stores, nationwide. Chloe Graves, vegan and vegetarian buyer for the store, said: “Our current selection of products has been selling really well week after week. With requests for more choice coming from our customers and partners, we could clearly see there was an appetite to have more vegetarian and vegan options in our shops.”
Last month the supermarket announced that it was expanding its vegan and vegetarian assortment by 60%, adding 50 new products. Amongst the new products on offer will be ranges by The Happy Pear and The Vegetarian Butcher, alongside existing plant based options by Quorn, Cauldron, KoKo, Bol and Pieminster.
Speaking about their partnership with Waitrose, David and Stephen Flynn, co-founders of The Happy Pear, 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. 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 move by Waitrose continues the current trend for UK supermarkets to embrace the increase in veganism and those eating a plant based diet, with recent news of Tesco stocking both the Beyond Burger and Vivera steaks, and Nestlé launching their new range with Sainsbury’s and Ocado.