Supermarket giant ASDA has claimed that selling vegan mince pies helped increase general sales over the Christmas period.
According to ASDA, like-for-like sales rose by 0.5 percent in the last three months of 2017, compared to the same period in 2016.
The retailer's US owner Walmart, says this performance is encouraging, though more work needs to be done after recent difficult years.
ASDA Chief Executive, Roger Burnley, added: "We really improved our offer for customers.
"Products like our Asda mince pies really appealed to customers with their great taste, value and being vegan-friendly, helped attract over 348,000 new customers to our stores in December.
"This meant we were the only one of the big four [UK supermarkets] to retain our market share."