UK Supermarket Chain Increases Meat-Free Range, Teams up with Vegetarian Butcher
UK supermarket chain Waitrose recently announced the launch of its “biggest ever range of meat-free foods,” in response to the “rising demand for vegetarian food and the fast growing number adopting a flexitarian diet.”
Waitrose, the “sixth-largest grocery retailer in the UK,” introduced the 30 new dishes on October 25, and increased its “shop space devoted to vegetarian foods by an average of 35%.” The chain also announced its exclusive partnership with Dutch meat substitute company The Vegetarian Butcher, making it the “first UK supermarket to use this brand of alternative protein which looks like and has the texture of meat.”
Waitrose Vegetarian Buyer Chloe Graves states:
“This is our largest ever meat-free range. Vegetarian meals are one of our fastest growing categories with sales up 14% year on year and we know this will only get bigger. There’s little doubt that plant protein will play an increasingly important part in a healthy balanced diet in the future.”
The press release also adds:
“Vegans are also catered for with 11 new products including a 100% dairy free spreadable cheese called Sheese, vegan style pulled pork and a handmade tofu.”
Some of the new dishes in the 30-strong vegetarian range include tikka masala, lasagne, green Thai curry, arrancini, beetroot burgers and a rainbow vegetable stew.
To see the full range, visit this link.