M&S has launched a new range of vegetarian meals, named Veggie, in response to a growing demand for more vegetarian choices from customers.
Available this week ahead of World Vegetarian Day (October 1), the range includes a choice of 14 vegetarian meals, developed by the retailer’s in-house chefs.
Choices include Veggie Roasted Butternut Risotto (370g – £4) and Veggie Roasted Mushroom Ravioli (355g – £4).
M&S has been encouraging its 30 million customers to explore plant-based protein as part of its Sparking Change challenge, designed to help families eat healthier and more affordable food.
Research from the upmarket retailer shows vegetarians often feel overlooked, as over 60% are unhappy with the number of vegetarian options in supermarkets and restaurants.
Additionally, almost two-thirds said that there aren’t enough vegetables in restaurant and supermarket vegetarian meals currently available.
“Many vegetarians, myself included, know all too well how it feels to look at a restaurant menu or supermarket shelves and only see a handful of meat-free options and rarely anything that celebrates vegetables,” M&S director of marketing & hospitality Sharry Cramond said.
“Our brand-new Veggie range more than meets that need and is the perfect solution for this overlooked group of foodies who want delicious, modern dishes packed with vegetables.”
Cramond added: “From comforting mains for one to sharing centrepieces and all-important sides, this range is ideal for work lunches, midweek dinners, weekend entertaining and more!
The launch comes as M&S’ plant-based Plant Kitchen range, suitable for vegans, has been growing in popularity.
Plant Kitchen sales are up 23% compared to 2021, with bestsellers including the Hoisin No Duck Wrap (£3.75), Green Thai Curry and Jasmine Rice (£4.50) and Nutty Super Wholefood Salad (£3.50).
The retailer launched Plant Kitchen back in 2019, offering a selection of dairy and meat-free lunch options – the range has since grown to over 200 products.