Veganuary UK: stand-out strategies

Date : 31 January 2019

Reflecting on Veganuary, we round up our favourite initiatives this year.

M&S: private label investment

M&S invested in its first line of vegan food, ‘Plant Kitchen’. The 60-product range includes meals, snacks and ingredients.

Investment in plant-based private label ranges is a great way to create a point of differentiation.

M&S encouraged its loyal shoppers to try the range, offering Sparks members 10% discount and coupons across Plant Kitchen products, helping to support the launch and create a ‘buzz' around it.

Source: IGD Research

Sainsbury’s: in-store positioning

On 4th February, Sainsbury’s will become the first UK supermarket set to trial a new meat-alternative section in its meat, fish and poultry aisle across 20 stores within its estate.

Plant-based alternatives that will sit amongst the meat options include Sainsbury’s Love Veg! Vegan Chorizo Shroomdogs and Vivera Veggie Fish Burgers.

The move follows the success of its expanded vegan range earlier this month and shopper’s increasing interest in flexitarianism. The retailer has seen an 82% increase in customers searching for vegan products online, and 65% growth in plant-based sales year-on-year.

Rosie Bambaji, plant-based buyer at Sainsbury’s, said “We hope that this trial will make our customer’s shopping experience even more seamless, and we’re looking forward to hearing their feedback.”

Source: IGD: Research

Holland & Barrett: seizing the influencer opportunity

UK-based health chain Holland & Barrett launched a WhatsApp group, ‘Vegan Your Way’, for those interested in taking up veganism.

Those that decide to join can access plant-based information, recipes and tips from health professionals and experts, including plant-based, fitness blogger Grace Fit.

This is a great way to seize the influencer opportunity, providing accessible information and motivation to those partaking in Veganuary.

The retailer is set to develop its vegan offer further with plans to roll out a chain of new vegan stores.

Greggs: stand out marketing campaign

Food-to-go outlet famous for its sausage rolls, Greggs, launched a vegan alternative in 950 of its stores at the beginning of January.

The product is made with vegetable oil and contains a bespoke Quorn filling.

The launch was extremely popular on social media through Gregg’s official launch video and over 1,500 instagram users posting using the hashtag #greggsvegansausageroll.

Source: Greggs

Waitrose: help & advice

Waitrose used its online channel to offer a four-week meal plan to help provide inspiration for those trying Veganuary.

The retailer provided a range of different options for each eating occasion, providing calorie information and preparation times helping to cater for all health concerns and lifestyles.

Source: Waitrose

Want to know more?

Retail Analysis subscribers can read and download our 'Veganuary UK 2019' report here.