From Crop to Consumption

Asda launches first vegan plant-based range with 48 new products

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

An inspirational range of tasty, 100% plant-based meal solutions, components and sides that are a celebration of plants.

The new range is also approved by The Vegan Society, with most products hosting the new ‘live better’ logo, Asda’s new health icon helping to signpost the healthiest choices in the range.

The range launches just as the demand for plant based products hits an all-time high, with Asda research revealing that 52% of 18-34-year olds plan to reduce their meat intake in 2020.

However, the findings showed that price is still the main barrier for three in ten UK households, as they believe eating plant based meals will be more costly. With products starting from just £1.50, the new Asda Plant Based range will be the most affordable on the market, giving customers more convenient, cost-effective options to choose from.

While most meat-substitutes found in supermarkets are made with soya, in a first-to-market piece of innovation, Asda has also unveiled new mushroom-based meat-alternatives, including meat-free mince, burgers, sausages and meatballs, giving customers more nutritious and healthier options with a meaty and savoury, umami taste.

Julie Wild, Own Brand Strategy & Governance Manager at Asda, said: “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% recyclable, making it easier for our customers 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.”