The Waitrose PlantLiving Range Features Nine New Options
Michael Hemsworth — January 14, 2025 — Lifestyle
References: waitrose & vegconomist
The Waitrose PlantLiving Range has been expanded by the UK grocer to help further tap into demand for vegan ready meals amongst consumers looking to increase their intake of plant-based fare. The ready-to-eat meal range now includes nine new options to choose from including such options as Vietnamese Style Vegetable Pancakes, Mushroom & Edamame Pillows, Vegetable Tikka Masala & Rice and more. The products also feature new branding that communicates more clearly with shoppers how many plant varieties they're getting by choose to purchase a given variety.
Vegan Product Developer Abby Catmull commented on the new additions to the Waitrose PlantLiving Range saying, "With customers looking to incorporate more plants into their diet, we have added the new ‘plant varieties’ logo to the packaging of 14 of our PlantLiving products. Our new PlantLiving: Vietnamese Style Vegetable Pancakes with a Lime and Chilli Dip contains 11 plant varieties, providing customers with a third of their 30-plants weekly goal in one snack! Packed with beansprouts, cabbage, and oyster mushrooms, to name a few, these pancakes are delicious served with the accompanying zingy nuoc cham style dipping sauce.”
Image Credit: Waitrose
Vegan Product Developer Abby Catmull commented on the new additions to the Waitrose PlantLiving Range saying, "With customers looking to incorporate more plants into their diet, we have added the new ‘plant varieties’ logo to the packaging of 14 of our PlantLiving products. Our new PlantLiving: Vietnamese Style Vegetable Pancakes with a Lime and Chilli Dip contains 11 plant varieties, providing customers with a third of their 30-plants weekly goal in one snack! Packed with beansprouts, cabbage, and oyster mushrooms, to name a few, these pancakes are delicious served with the accompanying zingy nuoc cham style dipping sauce.”
Image Credit: Waitrose
Trend Themes
1. Diverse Plant-based Offerings - The introduction of varied plant-based ready meals presents an opportunity for expanding culinary diversity in vegan product lines.
2. Health-conscious Eating - Highlighting the number of plant varieties in meals taps into the growing consumer interest in health and nutritional transparency.
3. Convenience in Vegan Cuisine - Offering ready-to-eat vegan meals addresses the demand for convenient, quick meal solutions without compromising dietary preferences.
Industry Implications
1. Plant-based Food Production - Increasing the range of vegan ready meals diversifies product offerings within the plant-based food manufacturing sector.
2. Supermarkets and Grocery Retailers - Retailers can leverage ready-made vegan meals to attract health-conscious consumers and meet the rising demand for convenient plant-rich foods.
3. Food Packaging and Branding - Innovative packaging that communicates nutritional benefits effectively can influence consumer choices in the evolving food retail landscape.
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