Asda is the first supermarket in the UK to launch an ambient vegan aisle. | Asda

Asda is the first supermarket in the UK to launch a shelf-stable vegan aisle.

The new ambient aisle, launched across 359 stores, features two bays: one dedicated to savory items, including condiments and cooking sauces, and one dedicated to sweets and snacks.

The aisle is filled with more than 100 new plant-based products. These include the supermarket’s own-brand meal pots, Bosh Falafel Mix, and two new exclusive vegan Galaxy chocolate bar flavors.

The move is in response to consumer demand. According to Asda, its own research showed that 17 percent of UK households are either cutting back on meat or opting to follow a solely plant-based diet.

The new ambient vegan aisle features two bays. | Asda

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

She added: “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 new products will be offered at “market-leading” prices, a priority for the chain. At the beginning of 2020, it launched its affordable Plant Based range.

Julie Wild, Asda’s Own Brand Strategy & Governance Manager, said: “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.”

She added: “The new range offers premium quality and great value, meaning customers won’t have to compromise a thing.”

Reducing Plastic

As well as offering more plant-based products, Asda is taking steps to reduce plastic pollution. In a new trial, the supermarket has removed plastic fruit and vegetable bags from nine stores. In their place, customers can find reusable Veggio bags for 30 pence.

According to Kevin Patel, the supermarket’s Director of Produce, Asda is on a mission to reduce unnecessary plastic. By next year, it hopes to reduce the plastic used on its own brand items by 15 percent.

“We know that our customers and colleagues are really passionate about sustainability,” he said in a statement. “We want to make it as easy as possible for them to do their bit for the environment, without having to compromise on quality.”


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