Supermarket launches new range targeting 18-34 year olds

Leeds-headquartered supermarket, Asda has launched a new affordable range of Vegan products.

The new line known as ‘Asda Plant Based’ includes 48 items all approved by the Vegan Society.

Launching the range at the start of Veganuary, the supermarket believes it will cater to 52% of 18-34-year olds who will reduce their meat intake in 2020.

Veganism  is experiencing a sustained growth in demand and is speculated to rise by 327% in 2020. However, research by Asda showed that price is still the main barrier for 33% of UK households, as they believe eating plant based meals will be more costly. Asda new range starts from just £1.50, and  will be the most affordable on the market.

This new range is also a first-to-market piece of innovation, with Asda ditching soya and unveiling new mushroom-based meat-alternatives, designed to give customers more nutritious and healthier options with a meaty and savoury, umami taste.

Julie Wild, Own Brand Strategy & Governance Manager at Asda, said: “The demand for plant based products is growing at a rapid rate, but it can be challenging for customers to find diverse, high-quality, and inexpensive options on the market. The new Asda Plant Based range with 48 new products to choose from – all approved by the vegan society – has been designed to offer something for everyone, at affordable prices.

“Plus, in a first for any retailer, all trays and sleeves packaging found in the Plant Based range is 100% recyclable, making it easier for our customers make sustainable choices.”