Sales Soar for Waitrose Festive Private Brand Vegan Range

Christmas is a time for everyone to enjoy great food, and sales of Waitrose & Partners festive vegan roast – from canapés right through to dessert – are soaring.

This year sales of the Christmas vegan private brand range are up 40% year on year, as more customers than ever look to incorporate a vegan offering into their festive feasts.

Vegan centerpieces are proving particularly popular with customers, with the Vegan Root En Croute and Nut Roast with Cranberry sauce being best-sellers.

And it’s not just the main event getting a vegan makeover, other best-sellers include the vegan mushroom and chestnut pate, the most popular starter among customers, and the most popular accompaniment is the vegan festive wreath – made with an apple and cranberry banger and mushroom and leek banger with an apricot and cranberry stuffing topped with a herb breadcrumb.

Throughout the year, the retailer has been extending its vegan offering to meet the demand of customers and sales for the overall vegan category are up 35% compared to last year. The Waitrose annual Food and Drink Report 2019/20 also revealed that sales of vegan ready meals were outselling their vegetarian counterpart for the first time.

Charlotte McCarthy, vegan and vegetarian buyer at Waitrose & Partners, says: “Our vegan range has been growing in popularity for a number of years, however, we anticipate this Christmas will be the biggest ever for vegan food. We’ve worked really hard to ensure that there is an exciting range available for our customers and that we offer an entirely vegan Christmas dinner – trimmings and all!”

Previous articleStart the New Year Right: Enter The Vertex Awards
Next articleFTC Opposes Post’s Acquisition of Treehouse Private Brand Cereal Business
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.