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Collaborative Meatless Products

Waitrose Created Plant-Based Products with The Vegetarian Butcher

— October 26, 2017 — Lifestyle
In response to a heightened demand for plant-based, meatless products, UK supermarket chain Waitrose is increasing its store space for vegan and vegetarian offerings by 35%. As part of its effort to dedicate more retail space to the sales of plant-based products, Waitrose partnered with The Vegetarian Butcher to develop what it calls "a new soya protein." This new high-quality protein substitute is being touted for a texture that is akin to meat.

With The Vegetarian Butcher, Waitrose is introducing 30 new dishes to its own private label range, which includes beetroot burgers, rainbow vegetable stew, heat-and-eat lasagna, cauliflower cheese croquettes and vegan-friendly options like fresh tofu.

Looking ahead to the future, Waitrose is anticipating that the demand for meat-free foods will only continue to rise over the next decade.
Trend Themes
1. Increased Demand for Meatless Products - The growth in demand for meatless products is an opportunity for the food industry to innovate by developing new plant-based substitutes with similar textures to meat.
2. Expansion of Vegan and Vegetarian Offerings in Supermarkets - The expansion of vegan and vegetarian offerings by retailers offers an opportunity for food manufacturers to create new plant-based product lines for this market.
3. Partnerships to Develop Meatless Proteins - Collaborations between retailers and producers to develop new meatless proteins, such as Waitrose's partnership with The Vegetarian Butcher, presents an opportunity for the food industry to create more plant-based products that appeal to consumers looking for sustainable and ethical choices.
Industry Implications
1. Food Retail - The growth in demand for meatless products presents an opportunity for retailers to expand their vegan and vegetarian offerings and create more space in-store dedicated to plant-based products.
2. Food Manufacturing - The demand for meatless products presents an opportunity for food manufacturers to create new product lines and develop innovative plant-based substitutes with similar textures to meat.
3. Protein Production - The need for meatless proteins, such as Waitrose's new soya protein, presents an opportunity for producers to develop new plant-based proteins that meet consumer needs for texture and flavor while also being sustainable and ethical.
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