British pie and quiche brand Higgidy is the latest company to jump on the vegan bandwagon with its latest offering.
Its new Roasted Sweet Potato & Red Onion Parcel features pastry filled with a spiced tomato and lentil filling, chilli-roasted sweet potato and red onion, and a millet and black onion seed topping.
Higgidy Co-founder and CEO Camilla Stephens said that while the company already catered for vegetarians with a number of meat-free products, it wanted to 'launch a specific vegan recipe' in order to meet the 'growing number of people who are opting for a vegan lifestyle' but who don't have time to cook from scratch.
The product is available exclusively from Waitrose, which became the first UK supermarket to launch a dedicated vegan section earlier this year, adding new products and ranges to its offerings - including Higgidy's new vegan parcel.
Chloe Graves, Waitrose Chilled Vegetarian and Vegan Buyer, said: "Our current selection of products has been selling really well week after week, with requests for more choice coming from our customers and partners, so we could clearly see there was an appetite to have more vegetarian and vegan options in our shops.
"Increasing our range builds on the work we did last year to increase choice for our customers in this area. We are working with some fantastic exclusive brands to ensure our shoppers have a really unique selection of food to choose from."
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Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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