Waitrose is expanding its vegan offerings, rolling out plant-based meat brand Heura across almost 200 stores in time for Veganuary.
Having hit the shelves of the upmarket retailer on Wednesday (28 December), the range includes Mediterranean Chick’n Pieces, Spanish Chorizo Sausage and a Chorizo burger.
According to reporting by The Grocer, the Spanish brand said through the wider availability of its products, it hoped it would reach the 43% of Brits looking to eat less meat.
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“Throughout 2023, Heura will be focused on expanding its reach across Europe, to offer even more people meat successors – 100% plant-based foods that are superior from a nutrient-density and sustainability standpoint,” Heura CEO and co-founder, Marc Coloma told The Grocer.
“Joining the shelves of Waitrose will further address the growing desire from British consumers to reduce their intake of animal meat products.”
This comes as plant-based alternative meat brand This is set to launch its new ‘Isn’t Streaky Bacon’ across almost 3,000 stores including in Waitrose, Tesco and Sainsbury’s in time for the annual Veganuary challenge.
Other plant-based brands including Tindle and Crave are hitting some of the UK’s leading supermarkets for January, while Heinz has also expanded its offerings this week, launching vegan alternatives to some of its classic recipes on Ocado and set to roll out in Sainsbury’s from 8 January.