An increasing number of consumers are looking to reduce their meat consumption but might be experiencing sticker shock when looking to purchase prepackaged meals, so the Asda Plant Based range is here to offer an affordable option. The new plant-based range of food products are all focused on accessibility with options starting at just £1.50, which will come as welcome news to the large percentage of young consumers looking to reduce their meat intake. The retailer also uncovered that pricing remains one of the biggest barriers for why three in 10 UK households believe that plant-based meals will cost more than meat-focused ones.
The new product lineup was explained by Asda Brand Strategy and Governance Manager Julie Wild who 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 are 100% recyclable, making it easier for our customers to make sustainable choices.”