UK pub giant Greene King has announced it will cater for the rapidly growing vegan population by introducing an expanded range of plant-based meals at its venues. 

The pub and brewer, which runs more than 3,000 pubs in the UK, has identified veganism as a key way to drive sales at the business.

Chief executive Nick Mackenzie said demand for healthy, plant-based food and drink has soared among customers, especially the younger generation.

He said the company wants to ‘improve the quality of vegan options’ particularly in areas ‘where we think there’s demand’.

“It isn’t just millennials, but on a wider basis consumer trends are shifting,” he said.

“Most of our menus have vegan options and healthy eating is a big part of it.”

Greene King recently launched vegan fish and chips, burgers and a wider range of vegan drinks. The company has also has noticed more demand for non-alcoholic drinks.

Greene King has included some form of vegan option on its menus for two years.

“Most of our menus have vegan options and healthy eating is a big part of it. The trend in veganism is one that will continue,” Mackenzie added.

Total sales at the business grew 1.8 percent to £2.2billion in the year to April 28, but pre-tax profits dropped 13 percent to £173milion partly due to a series of write-downs against its property portfolio.

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