UK supermarket Iceland is launching a major new range of vegan food - due to hit shelves in September.
The own-brand line of 13 products will include will a number of meat replacement items including sausages, chicken, burgers and mince - as well as the UK's first supermarket vegan chorizo.
The products, which will be sold in their own dedicated meat-free cabinet, away from the animal meat products, will also include a spicy jalapeño variation of Iceland's top-selling No Bull vegan burger, paella made with vegan chicken, and tofu-based dishes which do not replicate meat flavor and textures.
Iceland’s Head Chef Neil Nugent told The Guardian: "We had tremendous success with the No Bull Burger and it's clear our customers want more from us.
"In creating this range, we have embraced the nation’s love for alternative plant-based foods in an innovative and exciting way.
"The growth of the vegan food market in the UK has been rapid, with 56 percent of adults now saying that they are adopting vegan behaviour when conducting their supermarket shop."
The launch, which is reportedly aimed at the UK's burgeoning flexitarian market, follows a recent survey, which said 28 percent of Brits identify themselves as 'meat reducers'.
A number of new products have been introduced into supermarkets in recent months, in a bid to capitalize on the growing move away from meat.
This has led meat and dairy industry bosses to call for innovation in their sectors to try and lure back consumers. According to the Agriculture and Horticulture Development Board (AHDB), the 'appetite for meat and dairy alternatives is growing as more and more people look for a wider variety of meals'.
"Therefore, industry is being urged to look at new and innovative ways to market meat and dairy products and work together throughout the supply chain to stay in favour with consumers," AHDB said.