Waitrose has announced it will launch vegan-only sections in its stores across the UK and will double the number of vegan products it currently offers.
Alongside the launch of the new vegan section, Waitrose will also launch 50 new vegan products on June 4th.
By working with The Happy Pear and The Vegetarian Butcher, Waitrose will expand their vegan offerings by 60 percent.
Chloe Graves, Waitrose chilled vegetarian and vegan buyer, said: “Our current selection of products has been selling really well week after week, with requests for more choice coming from our customers and partners, so we could clearly see there was an appetite to have more vegetarian and vegan options in our shops.
“Increasing our range builds on the work we did last year to increase choice for our customers in this area. We are working with some fantastic exclusive brands to ensure our shoppers have a really unique selection of food to choose from.
“With flexitarianism also on the rise, we have made sure we have dishes and ingredients for those looking to opt for a meat-free meal, that was suitable for the whole family to enjoy.”
David and Stephen Flynn, co-founders of The Happy Pear, added: “We are chuffed to be entering the UK market with our products and really honoured to be working with Waitrose to expand its vegan range.
“We have been working with Waitrose since 2016, creating vegan recipe videos and on customer events, and this is a great, growing partnership, which supports our mission to help people live healthier and happier lives.”
The move comes as rival British retailer Tesco announced they would begin selling a plant-based steak which mimics the taste, texture and smell of a real steak.