Waitrose Expands Vegan Assortment

\"\"Hot on the heels of introducing its biggest ever range of meat-free foods in October 2017, British retailer Waitrose is set to expand its selection of vegan and vegetarian food. The supermarket will increase its total vegan and vegetarian assortment by 60%.

Among the 50 new products are two exclusive brands, The Happy Pear – created by renowned plant-based and whole food chef duo David and Stephen Flynn, The Vegetarian Butcher – a Dutch company specializing in meat substitutes, made using plant-based proteins and a host of private brand products

Kantar UK Insights predict 2018 to be the year Brits go vegan, also noting it is the year that


plant-based diets go mainstream. Waitrose is seeing this reflected in its sales of vegetarian food, up 34% against the same time last year.

In a supermarket first, the retailer will have a dedicated vegan section, which will be signposted in its shops. In total, the range will feature 125 ingredients, ready meals and other meat-free products designed to make shopping easier for customers looking for vegetarian and vegan options.

Chloe Graves, Waitrose Chilled Vegetarian and Vegan Buyer says, “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.

“With flexitarianism also on the rise, we have made sure we have dishes and ingredients for those looking to opt for a meat-free meal, that was suitable for the whole family to enjoy.”

David and Stephen Flynn, The Happy Pear co-founders said: “We are chuffed to be entering the UK market with our products and really honoured to be working with Waitrose to expand its vegan range. Our great-tasting, vegan products are all made from natural ingredients and are great for all lifestyles and those wanting to eat more veg.

“We have been working with Waitrose since 2016, creating vegan recipe videos and on customer events, and this is a great, growing partnership, which supports our mission to help people live healthier and happier lives.”

The range, which launches in Waitrose from Monday June 4th, will see an increase of products available in all shops, with 134 branches with a vegan bay.

The new range consists of:

  • Waitrose Vegetable Burgers £2.99
  • Waitrose Sweet Potato Stacks £3
  • Waitrose Buffalo Cauliflower Bites £2.50
  • Waitrose Sweet Potato and Chipotle £2.50
  • Two Waitrose Summer Berry Quinoa Crumble £4 (suitable for vegans)
  • Two Waitrose Chocolate Tortes £3.50 (suitable for vegans)
  • The Happy Pear Sundried Pesto £3 (suitable for vegans)
  • The Happy Pear Basil Pesto £3 (suitable for vegans)
  • The Happy Pear Humous £2 (suitable for vegans)
  • The Happy Pear Beetroot Humous £2 (suitable for vegans)
  • The Happy Pear Shepherdless Pie £4.50 (suitable for vegans)
  • The Happy Pear Chickpea Curry £4.50 (suitable for vegans)
  • The Vegetarian Butcher Mc Burger £2.99
  • The Vegetarian Butcher Little Willies £2.99
  • The Vegetarian Butcher Chicken Nuggets £2.99 (suitable for vegans)
  • The Vegetarian Butcher Chicken Pieces £2.99 (suitable for vegans)
  • Clive\’s Tomato and Olive Provençale Tart £3.49 (suitable for vegans)
  • Clive’s Creamy Mushroom Whole Meal Pie £2.55 (suitable for vegans)
  • Clive\’s Lentil and Kale Ragout with Cranberry Tart £3.49 (suitable for vegans)
  • Clive\’s Nut Roast for two £5.25 (suitable for vegans)
  • BOL Mediterranean Roasted Vegetable 345g £3.00 (suitable for vegans)
  • BOL Sri Lankan Lentil Sambar 345g £3.00 (suitable for vegans)
  • BOL Sweet Potato & Cauliflower Immune Boosting Super Soup 500g £3 (suitable for vegans)
  • BOL Thai Coconut Curry 345g £3 (suitable for vegans)
  • Quorn Thai Bites £2.25
  • Quorn Single Sausage Roll  £1.69
  • Quorn Steak Slice £1.69
  • Quorn Emmental Escalape £2.89
  • Quorn Oriental Ready Meal £3.30
  • Quorn Vegan Ham Slices £2 (suitable for vegans)
  • Quorn Vegan Chicken Slices £2 (suitable for vegans)
  • Quorn Turkey Deli Slices £1.80
  • Cauldron Indian Balls £2.69 (suitable for vegans)
  • Heck Beet Goes On Sausages £2.69
  • Higgidy Spanokapita Rolls – 2 Pack £2.65
  • Higgidy Vintage Cheddar Rolls – 2 Pack £2.65
  • Higgidy Artichoke Parcels £3.50
  • Higgidy Vegan Parcel £3.50 (suitable for vegans)
  • Pieminister Kevin Pie £3.70(suitable for vegans)
  • Ugo Butternut Fiorelli £3.49 (suitable for vegans)
  • Ugo Mushroom Fiorelli £3.49 (suitable for vegans)
  • Ugo Beetroot Gnochhi (suitable for vegans)
  • Tideford Tomato and Basil Sauce £2.29 (suitable for vegans)
  • Tideford Lentil and Kale £2.29 (suitable for vegans)
  • Tideford Tomato and Pepper and Miso Soup £2.89 (suitable for vegans)
  • Tideford Minestrone Soup£2.89 (suitable for vegans)
  • Tideford Miso Paste £4.99 (suitable for vegans)
  • Tideford Vegan Gravy £2.59 (suitable for vegans)
  • Koko Dairy Free Alternative To Cheddar £2.29 (suitable for vegans)
  • Koko Dairy Free Alternative To Soft Cheese £1.99 (suitable for vegans)
  • Linda McCartney Duck Meal Kit £5 (suitable for vegans)
  • Linda McCartney Scampi £2.75 (suitable for vegans)
  • Linda McCartney Meatballs £2.75 (suitable for vegans)
  • Linda McCartney Sausages £2.75 (suitable for vegans)
  • White Rabbit Viva La Vegan Pizza £5 (suitable for vegans)
  • White Rabbit Smokin Vegan Pizza £5.00 (suitable for vegans)
  • White Rabbit Plain Vegan Pizza Base £3.50 (suitable for vegans)
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.