Asda makes Veganuary splash, launching vegan plant-based range with 48 new products

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Photos courtesy of Asda

Like so many other retailers across the UK, Asda is making a serious commitment to customers who are leaning toward vegan.

Asda has launched a vegan-friendly range of 48 plant-based products that are Vegan Society-approved, starting at £1.50, to mark the start of Veganuary.

The products are under the Asda Plant Based label, which promises an "inspirational" line of 100% plant-based meal solutions, including components and side that are a "celebration of plants. Most  will include Asda's Live Better logo.

The target audience: 18-34-year-olds, who comprise 52% of the market and say they are committed to reducing their meat intake in 2020. 

“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," says Julie Wild, Own Brand Strategy & Governance Manager at Asda, "The new range has been designed to offer something for everyone, at affordable prices."

According to its own studies, Asda says price is still the main barrier for 33% UK households, as they believe eating plant based meals will be more costly. Asda says the new line will be the most affordable on the market, giving customers more convenient, cost-effective options to choose from.

Although most meat-substitutes found in supermarkets are made with soya, Asda has 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.

"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," Wild says. "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.”

The new range has something for everyone; from nutritious ready meals (chilled and frozen), snacks, delicious pizzas to food-to-go items. The full range became available this week, both in store and online.

Key products launching within the new Asda Plant Based range include:

plant-based-spaghetti-veggie-balls· Meat Free Burger: The ultimate quarter pounder style burger, made with mushroom, eats like meat. Price: £1.50

· Smoky Tofu BurritoBursting with warming flavours, juicy tofu and vibrant vegetables, the Smoky Tofu Burrito is a delicious plant-based meal. Price: £2.50

· Duckless Spring Rolls100% vegan and perfect for pairing with a portion of rice noodles. Price: £2.25

· Dirty FriesSmothered in a tangy, non-dairy creamy sauce, the potato fries are dripping in flavour. Topped with lashings of cheddar alternative and Roquito chilli peppers. Price: £2.25

· Sweet Potato Katsu CurryMild, creamy and a tasty meat-free alternative to a British favourite dish. Price: 2.50

· Cheese’ and Chive Potato SkinsOozing with melted cheese alternative and sprinkle of fragrant chives. Price: £2.25

· Tomato & Halloumi BallsThey’re perfectly paired with the Plant Based Lentil Fusilli Ragu to create a meat-free take on a British staple. Price: £1.75

· Butternut Mac: A creamy, plant-based alternative to Mac and Cheese, this dish is made with butternut squashPrice: £2.50

· Cauliflower Tikka MasalaSlightly spiced, creamy and a heavenly delight for vegans, vegetarians and meat-eaters alike. Price: £2.50

· Mushroom Arancini: Brimming with succulent mushrooms, cheese alternative and risotto, the balls are battered in breadcrumbs. Price: £2.25

· Falafel Burgers: Made from ground chickpeas and fava beans, this is a delicious dish for those with a desire for a crispy burger. Price: £1.75

Tomato and Pesto Flatbread: Get a pizza the action with Asda’s new Tomato and Pesto Flatbread Pizza. Price: £1.75
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