Xarista, a British technology startup, recently unveiled its new free browser add-on for Google Chrome -- 'The Vegan Filter.' The extension ensures that when consumers are shopping at online retailers, only vegan and cruelty-free products are displayed. As the app is still in the early stages of development, it currently only works with UK retailers including TopShop, Sainsbury’s, and Holland & Barret.
The inspiration behind The Vegan Filter was to not only help facilitate vegan consumers but to assist transitioning vegans as well. Creator, Isabella Aberle, stated “We crave what we know. And what we know is what we see. What if we could only see vegan products when shopping online?” This free web filter could help to popularize the emerging vegan community to a larger demographic.