# Collaborative Meatless Products Waitrose Created Plant-Based Products with The Vegetarian Butcher By Laura McQuarrie | Published 2017-10-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/meatless-products References: [plantbasednews.org](https://www.plantbasednews.org/post/waitrose-launches-exciting-new-vegan-options) & [waitrose](http://www.waitrose.com/) In response to a heightened demand for plant-based, meatless products, UK supermarket chain [Waitrose](https://www.trendhunter.com/trends/waitrose-plantliving-range) 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](https://www.trendhunter.com/trends/veganuary-range), Waitrose partnered with [The Vegetarian Butcher](https://www.trendhunter.com/trends/continente) 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 Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 21% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **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. - **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. - **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. ### Sectors Adopting This - **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. - **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. - **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. ## Related on Trend Hunter - [Plant-Rich Retailer Ready Meals](https://www.trendhunter.com/trends/waitrose-plantliving-range.md) - [Meat-Free Retailer Expansions](https://www.trendhunter.com/trends/continente.md) - [Chef-Approved Plant-Based Meats](https://www.trendhunter.com/trends/redefine-meat-products.md) - [Plant-Based Meat Products](https://www.trendhunter.com/trends/the-tofoo-co-1.md) - [Restaurant-Quality Plant-Based Meats](https://www.trendhunter.com/trends/redefine-meat-newmeat.md) - [Versatile Plant-Based Meat Products](https://www.trendhunter.com/trends/this-products.md) - [Regionally Flavored Meatless Foods](https://www.trendhunter.com/trends/the-tofoo-co-2.md) - [Plant-Based Private Label Entrees](https://www.trendhunter.com/trends/aldi-plant-menu.md) - [Southern Recipe Plant-Based Products](https://www.trendhunter.com/trends/the-vegetarian-butchers-hentastic.md)