UK supermarket Sainsbury's has seen a 65 percent increase in sales of plant-based products year-on-year.
In response, the retail giant is launching a major new range of vegan products in a bid to capitalize on this growing demand.
The Plant Pioneers range, which features 31 products, will launch instore and online on January 1, 2020, with products in the fresh, frozen, and canned veg aisles.
A number of products - including vegan steaks and bacon rashers - have been available in stores throughout this year, but Sainsbury's will supplement these with a full range of fresh and frozen products.
These include Fishless Fingers, Spicy No Lamb Shawarma Jackfruit, Banana Blossom in Water, Vegan Cheddar Style Kievs, and Meat Free Mince among others.
"With more than seven million vegetarians in Britain and the meteoric rise of the flexitarian lifestyle, Britain has certainly got the taste for meat alternatives at mealtimes," Charlotte Gledhill, Product Developer for Chilled and Frozen Plant Pioneers, told Vegan Food & Living.
"Our new range of plant-based products provide innovative and truly delicious options to take the hassle out of cooking flexitarian. In 2019 we were awarded Best Vegan Supermarket by Vegan Food UK and Best Vegan Sausage for our Chorizo Shroomdogs by PETA.
"We hope to maintain our position as a leading provider of plant-based alternatives in 2020."
*This article was changed on December 3. The headline previously said Sainsbury's reported a 40% increase in spend on plant-based products year-on-year. Now the headline reflects the increase in sales instead.