Waitrose is expanding its PlantLiving line with nine new and improved products, as demand for vegan and convenient meal options continues to rise.
In the past three months, searches for ‘vegan ready meals’ have increased by 31%, while searches for ‘ready meals’ have risen by 30% on Waitrose.com.
The refreshed PlantLiving range now includes exciting new dishes such as Smoky Chili & Rice, Vegetable Tikka Masala & Rice, Aubergine, Mushroom & Edamame Pillows, Vietnamese Style Vegetable Pancakes, Creamy Spinach Ravioli, Spicy ‘Nduja Style Fiorelli, Rainbow Vegetable Fritters, Mushroom & Leek Sausages, No Chicken Kyiv, No Chorizo Sausages, Plant & Veg Mince, Organic Firm Tofu, Organic Marinated Tofu, Southern Fried No Chicken, Garlic-Filled Doughballs, Plant & Vegballs, and an Indian Inspired Takeaway Feast. Notably, the Indian Inspired Takeaway Feast has seen a 38% increase in sales month-over-month.
Waitrose’s research also found that 46% of surveyed customers are either actively trying or interested in consuming 30 different plant-based foods each week. This practice, known as the “30 plant challenge” or “plant points,” encourages dietary variety and improvement.
Additionally, 87% of Waitrose customers stated that having plant variety information on product labels would help them achieve this goal. In response, Waitrose introduced a new ‘plant varieties’ logo on its packaging last month, designed to help customers easily meet the recommended target of consuming 30 different plants per week.
The premium retailer claims this logo is a UK supermarket first for own-label products. It will appear on over 50 new items, including fresh soups, snacks, and cereals, this month, with plans for further expansion throughout the year. For example, the Vegetable Tikka Masala & Rice contains 10 different plant varieties, while the Vegetable Pancakes offer 11.
The updated PlantLiving range is available for purchase at Waitrose.com.
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