Only months after introducing its biggest-ever range of meat-free foods, yesterday saw supermarket giant Waitrose not only expand its vegan food selection, but also launch a ‘dedicated vegan section, which will be signposted in it shops,’ as stated the brand’s website.

The shop has introduced 50 new products, and two exclusive brands: The Happy Pear (created by renowned plant based and whole food chef duo, David and Stephen Flynn) and The Vegetarian Butcher (a Dutch-based company which specialises in meat substitutes, made from plant based proteins – providing a delicious cruelty-free alternative to meat, that is still packed full of protein). These exciting new additions have seen the supermarket’s existing vegan and vegetarian portfolio extended by a huge 60 per cent.

Positively, the supermarket also reported that its sales of plant based foods were up by 34 per cent, since last year – a statistic which supports Kantar UK Insights’ recent prediction, that 2018 will be ‘the year Brits go vegan’, and the time for plant based diets to become mainstream – yay!

Waitrose is ‘breaking supermarket boundaries’ with the opening of its dedicated vegan section. 134 of the brand’s supermarket branches will host the all-vegan bay, each of which will stock a selection of the available ‘125 ingredients, ready meals and other meat-free products’.

Chloe Graves, Waitrose Chilled Vegetarian and Vegan Buyer, commented, “Our current selection of products has been selling really well week after week, with requests for more choice coming from our customers and Partners, so we could clearly see there was an appetite to have more vegetarian and vegan options in our shops.

“Increasing our range builds on the work we did last year to increase choice for our customers in this area. We are working with some fantastic exclusive brands to ensure our shoppers have a really unique selection of food to choose from.

“With flexitarianism also on the rise, we have made sure we have dishes and ingredients for those looking to opt for a meat-free meal, that is suitable for the whole family to enjoy.”

David and Stephen Flynn, The Happy Pear co-founders added: “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. Our great-tasting, vegan products are all made from natural ingredients and are great for all lifestyles and those wanting to eat more veg.

“We have been working with Waitrose since 2016, creating vegan recipe videos and on customer events. This is a great, growing partnership, which supports our mission to help people live healthier and happier lives.”

The vegan range was officially launched in stores yesterday, so head down to your local Waitrose to check it out!

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