# Affordable Vegan-Friendly Meals The New Asda Plant Based Range Includes Products Starting at £1.50 By Michael Hemsworth | Published 2020-01-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/asda-plant-based References: [foodbev](https://www.foodbev.com/news/asda-unveils-own-label-vegan-range-at-affordable-prices/) & [asda](https://www.asda.com) 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](https://www.trendhunter.com/trends/redefine-meat-newmeat) Based range is here to offer an affordable option. The new [plant-based range of food products](https://www.trendhunter.com/trends/plantbased-food-range) 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](https://www.trendhunter.com/trends/asda-protein-ready-meal-range) 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.” ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 50% | Activity: 56% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Affordable Plant-based Meals:** The Asda Plant Based range offers budget-friendly options to consumers looking to reduce their meat intake, addressing the pricing barrier that prevents some consumers from choosing plant-based meals. - **Growing Demand for Plant-based Products:** The increasing number of consumers looking to reduce their meat consumption and the rapid rate of growth in demand for plant-based products presents an opportunity for companies in the food industry to offer more plant-based options. - **Sustainable Packaging for Plant-based Products:** Asda's use of 100% recyclable packaging for their Plant Based range offers a disruptive innovation opportunity for companies in the food and packaging industries to improve the sustainability of their products and reduce environmental impact. ### Where This Applies - **Food Industry:** The growing demand for plant-based products presents a disruption opportunity for companies in the food industry to create and market more diverse, high-quality, and low-priced plant-based options. - **Retail Industry:** Retailers can capitalize on the trend of affordable plant-based meals by offering their own line of budget-friendly plant-based products to attract consumers looking for vegan and vegetarian options. - **Packaging Industry:** As consumers become more environmentally conscious, there is an opportunity for the packaging industry to innovate and create more sustainable packaging options for plant-based products, similar to Asda's 100% recyclable packaging in their Plant Based range. ## Related on Trend Hunter - [Competitively Priced Plant-Based Meats](https://www.trendhunter.com/trends/veef-products.md) - [Private Label Plant-Based Foods](https://www.trendhunter.com/trends/veganuary-range.md) - [Restaurant-Quality Plant-Based Meats](https://www.trendhunter.com/trends/redefine-meat-newmeat.md) - [Plant-Based Private Label Entrees](https://www.trendhunter.com/trends/aldi-plant-menu.md) - [Affordable Plant-Based Foods](https://www.trendhunter.com/trends/fresh-plant-based.md) - [Plant-Rich Retailer Ready Meals](https://www.trendhunter.com/trends/waitrose-plantliving-range.md) - [Expansive Plant-Based Meal Ranges](https://www.trendhunter.com/trends/bosh-range.md) - [Protein-Packed Private Label Meals](https://www.trendhunter.com/trends/asda-protein-ready-meal-range.md) - [Easy-to-Prepare Frozen Vegan Meals](https://www.trendhunter.com/trends/frozen-vegan-products.md)