The supermarket chain says the new range includes a number of ‘first-to-market innovations’ such as vegan no egg fried rice, comprising cooked rice with tofu, petits pois, spring onion, ginger and sesame seed oil; and crisp-crumbed fishless goujons, made from banana blossom (a natural ingredient found at the end of the banana fruit cluster with a fleshy, flaky texture that mimics fish). Another exclusive is a vegan spicy meatless feast pizza which uses vegan pepperoni.
The range focuses on three themes: ready-meals dishes, shortcut cooking ingredients, and vegan and vegetarian alternatives to products such as pizza, garlic bread and savoury snacks.
The retailer has revealed that sales for vegan and vegetarian products have increased in the last year, with vegan ready meals overtaking vegetarian for the first time ever.
Waitrose vegan developer Simona Cohen-Vida-Welsh said: “Last year we saw veganism and plant based diets making their way further into the mainstream and we see no signs of this slowing down.
“This January we are doubling our vegan and vegetarian range with some innovative new products not seen on supermarket shelves before. Our flavour-packed range offers both simple ingredients for customers to build their own dishes and comforting ready meals for a quick and easy dinner. Cutting down on meat, increasing your vegetable intake or going vegan has never been easier!”
The range follows on from Waitrose’s biggest Christmas ever for vegan food, with sales up by 40% year-on-year, as more customers than ever looked to incorporate a vegan offering into their festive feasts.
Waitrose & Partners vegetarian roasted mushroom stroganoff with wild rice