Iceland to double vegan range this summer due to consumer demand

Read Time:   |  14th April 2021

Budget frozen supermarket Iceland will double its vegan range this summer by stocking three new meat-free brands.

Vegan options? That’s why mums go to Iceland.

Iceland is doubling its vegan range this summer with the addition of three meat-free brands – perfect for socially distanced BBQs.

The budget frozen supermarket will be stocking products from Fry’s, Oumph! and LikeMeat, including everything from burgers, mince, kebabs to chicken-style pieces.

The launch of these products into Iceland is in response to unprecedented consumer demand, after a record-breaking number of sign-ups for Veguanuary this year.

Moreover, a survey from Mintel indicated that interest in meat substitutes and plant-based alternatives has been growing, with half of UK adults including them in their meals last year.

This is a significant number considering only a third of the UK is vegetarian or vegan and demonstrates the rise of flexitarianism.

‘Make meat alternatives accessible for everyone’

Speaking in a statement sent to Vegan Food and Living, Managing Director at Iceland, Richard Walker explained:

“We’re excited to extend our already popular range of meat-free frozen food to make meat alternatives accessible for everyone. We’ve opted to expand the range at the expense of launching new meat-based products in our core range, as we know our customers’ eating habits are changing and we are all becoming more conscious of the environmental impact of the food on our plates.

“We predicted that meat-free products would begin to represent a more significant proportion of our product sales when we first launched our vegan range back in 2018, we’ve developed and grown the range since then and have now decided to double it.”

We can’t wait to head down to Iceland and stock up our freezers with vegan BBQ essentials!

The new ranges will be available at Iceland in-store and online from next week, with prices starting from £2.00. 

Need some inspiration for your next family meat-free meal?
Here are 10 of the best vegan taco recipes: How to make meat-free tacos.

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