Asda launches ambient vegan aisle

Nick Gladding
Senior Retail Analyst

Date : 23 September 2020

This week, Asda will become the first UK supermarket to launch a vegan destination in store with two bays entirely dedicated to plant-based products. The launch follows a survey undertaken for the retailer which found that 17% of UK households are reducing their meat intake or following a plant-based diet, a trend also confirmed by recent IGD ShopperVista research.

New lines to meet surging demand

To meet this demand, Asda will launch 104 new lines at 'market-leading prices' across a dedicated vegan area. The new products include Asda own label meal pots, as well as a number of popular brands such as Mrs Crimbles, Vego, two exclusive Galaxy flavours, and an exclusive new Falafel Mix from Bosh.

New fixture for ambient vegan lines

With searches for vegan lines up 275% since 2019 on, the retailer has chosen to launch a dedicated two bay vegan across its 359 strong store network. One bay will stock savoury products including proteins, cooking sauces and condiments, and the other, snacks and sweet lines.

'Saving time and offering inspiration' 

Commenting on the aisle launch, Sarah Thornewill, Asda’s Buying Manager, said: “We understand that customers want a quick and simple shopping experience, and this shouldn’t be restricted by dietary requirements. By merchandising all our vegan items together, we hope to save customers time and offer inspiration,whether for those following a plant-based diet, or those looking to reduce their meat consumption.” 

Source: Asda


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