ASDA is launching a major new vegan range featuring a massive 48 products across the UK in selected stores and online from today.
The own-brand items, which will be sold under the 'Asda Plant Based' label, are approved by The Vegan Society.
According to ASDA, it's new range starts at £1.50, which it says makes it the most affordable on the market.
ASDA vegan range
Asda Plant Based features a range of options, including frozen and chilled, with meals and food-to-go items.
Key products include the Meat Free Burger, which features ASDA's own meat-alternative made from mushrooms, the Smoky Tofu Burrito, and Duckless Spring Rolls.
Also on offer are Dirty Fries, Sweet Potato Katsu Curry, Mushroom Arancini, and Tomato and Pesto Flatbread among other items.
'Demand is growing'
"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," Julie Wild, Own Brand Strategy Manager at Asda said in a statement sent to Plant Based News.
"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 percent recyclable, making it easier for our customers make sustainable choices. Whether customers are vegan, flexi-tarian, 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."