Morrisons is set to introduce its own vegan ready meals late next month.
They have said that they will be stocking bean ‘non carne’, an alternative to chilli con carne, ‘veggies in blankets’ and vegan cheese, which will include a dairy free Red Leicester, all under their own specialist label.
David Potts, chief executive of Morrisons, has said that the expansion into vegan foods is part of an attempt to broaden the appeal of the supermarket, particularly to younger people, as they attempt to build on their strongest sales in almost a decade.
