Plant-Based Supermarket: Asda First U.K. Grocer To Launch 100% Vegan Aisles Due To Rising Demand


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British supermarket retailer Asda has just become the first in the U.K. to launch in-store vegan aisles that will display only 100% plant-based products. The move by the grocery chain comes as plant-based consumer interest and sales reach an all-time high around the world amid the pandemic, which has elevated concerns about health and sustainability. 

Announced on Monday (September 21), Asda will be rolling out a dedicated vegan destination in its supermarket stores with two entire bays to display only plant-based products, making the chain the first retailer in the U.K. to do so. One bay will consist of of plant-based savoury products such as cooking sauces and condiments, and the other bay will contain vegan snacks and sweets. 

We understand that customers want a quick and simple shopping experience, and this shouldn’t be restricted by dietary requirements.

Sarah Thornewill, Buying Manager at Asda

Asda will also be adding more than 100 new plant-based product lines, which will appear on the dedicated vegan aisles, including the supermarket giant’s own label vegan meal pots and a range of other plant-based brands including Vego, two new exclusive plant-based Galaxy flavours, an exclusive Falafel Mix by Bosh and Mrs Crimbles. 

“We understand that customers want a quick and simple shopping experience, and this shouldn’t be restricted by dietary requirements,” said Sarah Thornewill, Asda’s buying manager, in a press release. 

“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.”

The initiative comes amid surging consumer interest in plant-based products in the past months during the coronavirus pandemic, which has heightened awareness of food safety, health and sustainability and the dangers of the animal-based supply chain

According to Asda’s own research conducted in partnership with Claro, nearly a fifth – 17% – of households in the U.K. are now either reducing their meat intake or following a plant-based diet, and searches for vegan products are now up 275% since last year on the supermarket’s online store. 

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.

Sarah Thornewill, Buying Manager at Asda

The trend is observed globally, with a recent report highlighting data on Google Trends finding that the number of vegan search terms logged around the world so far in 2020 have surpassed the prior all-time high recorded in 2019. Surveys conducted in the U.S. and Hong Kong have also shown that the coronavirus has prompted consumers to actively reduce meat consumption and switch to a plant-based or flexitarian diet.

With veganism now firmly in the mainstream, it isn’t only Asda making moves to tap into the huge business opportunity. A recent report conducted by nonprofit FAIRR found that 40% of the world’s biggest food retailers and manufacturers now have dedicated plant-based teams to develop and sell new vegan food products. 


Lead image courtesy of Asda.

Author

  • Sally Ho

    Sally Ho is Green Queen's former resident writer and lead reporter. Passionate about the environment, social issues and health, she is always looking into the latest climate stories in Hong Kong and beyond. A long-time vegan, she also hopes to promote healthy and plant-based lifestyle choices in Asia. Sally has a background in Politics and International Relations from her studies at the London School of Economics and Political Science.

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