Asda Launches Vegan Chicken Joint for Sunday Roast
Asda is responding to demand for new plant-based products. | @the_vegan_buddhist

British supermarket chain Asda just launched a large vegan chicken joint, perfect for Sunday roasts.

Made with soya and “a fragrant blend of thyme, sage, and black pepper,” the new 500g Plant-Based Meat-Free Chicken-Style Joint is a source of plant protein.

As with the rest of the supermarket’s Plant Based range, the meat-free chicken is certified by The Vegan Society.

Plant-Based Demand ‘Growing at a Rapid Rate’

Last month, Asda announced that it would launch nearly 50 new vegan products in time for Christmas. These include a vegan turkey roasting joint, savory pastry yule log, and plant-based stuffing balls. The range will also feature vegan party foods such as bao buns and a Mexican-Style Vegan Selection.

Asda first launched its Plant Based range at the start of 2020 to coincide with Veganuary. According to the supermarket’s research, the main barrier for 33 percent of UK households is that they believe vegan food to be more expensive.

“The demand for plant-based products is growing at a rapid rate, but it can be challenging for customers to find diverse, high-quality, and inexpensive options on the market,” said Julie Wild, Own Brand Strategy & Governance Manager at Asda, in a press release at the time.

“Whether customers are vegan, flexitarian, or just want to cut down on their meat intake, the new range offers premium quality and great value, meaning customers won’t have to compromise a thing,” she added.

‘The Pandemic Is Accelerating This Trend’

Asda’s research also revealed that 52 percent of 18-34-year olds planned to reduce their meat intake in 2020. But the ongoing COVID-19 pandemic has increased interest in meat-free food even further. A recent report from Mintel found that 25 percent of millennials now find plant-based food more appealing due to the coronavirus.

Alex Beckett, associate director of Food & Drink at Mintel, said in a statement that global interest in plant-based options has increased. He added: “It may well be that the pandemic is accelerating this trend.”

Asda is not the only supermarket offering affordable vegan products. Last year Tesco launched its extensive, competitively-priced vegan Plant Chef range. The supermarket has also added plant-based and vegetarian zones to stores.

Asda’s Plant Based Meat-Free Chicken-Style Joint is on the shelves now and costs £5.