The supermarket chain’s customer director Martin George said sales of vegetarian food increased by 24% as Waitrose unveiled its biggest ever range of meat-free foods.
With the introduction of 30 new dishes, the retailer is increasing its shop space devoted to vegetarian foods by an average of 35%.
With strong sales in the first week, the range includes an exclusive co-branded initiative between Waitrose and The Vegetarian Butcher: a Dutch food producer that specialises in meat substitutes made using plant-based proteins.
The own-label range of ready meals includes a tikka masala (pictured), lasagne and green Thai curry, made ‘as close as possible’ to Waitrose’s best-selling meat versions but with vegetarian recipes.
Martin added that it was also “another sparkling week” for wine, up by 13% overall, with fizz up by 31%. The new Waitrose Blueprint wines, a range of 38 mid-tier wines crafted to reflect the world’s classic wine regions and styles, also saw particularly strong sales, with Pinot Noir and Sauvignon Blanc proving the most popular.
Shoppers have also been counting down to Christmas, as sales of advent calendars increased by 21%.
Waitrose Vegetarian Tikka Masala