Waitrose Serves a Private Brand Vegan Christmas Dinner

Christmas is a time for everyone to enjoy great food, which is why Uk retailer Waitrose & Partners now has an entirely vegan private brand festive roast, from canapés right through to dessert.

The new Moroccan Mushroom & Chickpea Pittas (£6/12s) are the ideal vegan canapé to kickstart a festive gathering. Mini pita breads are filled with shredded king oyster mushrooms roasted with shawarma spices, chickpeas and an aromatic tagine sauce for a bitesize treat.

If shoppers are looking for vegan starters for a three-course feast, Waitrose has two new pâtés that would work perfectly. Choose from a Mushroom & Chestnut Pâté with Red Onion & Balsamic Chutney (£2.50) or a Butternut, Pumpkin Seeds & Pine Nut Pâté with Tomato & Chilli Chutney (£2.50/140g).

The new Root en Croute (£5.99) would make a delicious centerpiece for the main course of a Christmas dinner. Roasted carrots marinated in smoky paprika and dill, with a creamy spinach sauce are wrapped in a lattice of crisp puff pastry for a delightfully different take on a festive main meal.

Vegan side dishes are also included in the new range; a Vegan Festive Wreath (£5.99) made with apple & cranberry and mushroom & leek bangers, with a fruity stuffing and crunchy parsley crumb is a show-stopping side dish. Other additions include Glazed Carrots with Cranberries (£2.99) and of course, we couldn’t forget the roasties – the Vegan Roast Potatoes (£2.50) are made with rapeseed oil to ensure they’re suitable for vegans.

Arguably the ultimate Christmas side dish, pigs in blankets are also available to vegans this year. Waitrose is introducing Vegan Streaky Slices (£1.99), made from seitan, and Apple and Cranberry Bangers (£2.99) so people can make their own vegan version of the festive favorite.

It’s no secret that a delicious gravy is a crucial factor in the success of a Christmas dinner. Now, Waitrose is offering a Vegan Gravy (£2.19) and new to the range is a rich, creamy and aromatic Vegan Bread Sauce (£2.19), seasoned with cloves and bay.

To finish, an Elderflower, Raspberry & Blackcurrant Jelly (£4) is a pretty, jewel-colored dessert that’s perfect for the final course of a festive feast!

Boxing Day is just as crucial as the main event and Waitrose is introducing three classic side dishes suitable for vegans. Choose from a Vegan Cashew, Chive and Garlic Dip (£2.60), a Vegan Coleslaw Salad (£1.99)  and a Vegan Potato Salad (£1.99) – perfect for feeding the whole family.

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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.