Asda launches “Plant Based”, its own vegan brand

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 03, 2020, 9:13 AM UTC

The packaging for the range is 100% recyclable.

Asda has launched a vegan range of 48 products under its new private label, “Plant Based”, which has been made available in stores and online from 2 January 2020. The products span across chilled and frozen ready meals and meat alternatives, all of which are approved by The Vegan Society.

As per Asda, 40% of these products don’t contain any “red traffic lights” for fat, salt, sugar and saturates. As an alternative to its meat-free burgers, sausages and mince, the brand has used a mushroom-base with it claiming it to be “more sustainable” than soya-based counterparts.

The packaging for this range is “100% recyclable”, which Asda describes as “a first for any retailer”. It adds that it offers customers premium quality of food at a great value.

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