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Ve-gan you believe it? searches for 'vegan' surge by over 400% on Asda.com

Asda has revealed that searches for the term ‘vegan’ rocketed to the top of its website this January, as meat-lovers look to ‘turn over a new leaf’.

January 21, 2020 03:00pm
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Asda vegan plant based katsu curry

Searches for vegan products on the retailer’s website beat milk, meat, eggs and fish to the number one spot, as shoppers snubbed these staples in favour of plant-based alternatives.

Even though ‘Veganuary’ is a popular time for those considering a plant-based diet to take some action, searches for vegan alternatives on Asda.com were up an unbe-leaf-able 417% on last year.

More than 63,000 people searched for vegan products on the Asda site at the start of 2020 – up from over 12,000 in 2019.

Earlier this month Asda launched 48 new products as part of its Plant Based range, including a vegan Katsu curry that has been flying off the shelves.

The popular product outperformed expectations, selling an impressive 92% more than planned in the first two weeks of the month, and leads the charge for more adventurous vegan-friendly alternatives to meat.

The mouth-watering new range is approved by The Vegan Society and features a range of meat-substitutes, which in a first-to-market innovation; using mushroom-based alternatives to meat, instead of soy-based alternatives favoured by most supermarkets.

This gives Asda’s meat-free mince, burgers, sausages and meatballs a savoury umami taste, as well as offering more nutritious and healthier options when following a vegan diet.

Julie Wild, Asda Own Brand Strategy & Governance Manager, adds: “For the first four days of January 2020, the search term ‘vegan’ ranked above everyday items such as ‘bread’, ‘milk’, ‘eggs’ and low-fat proteins, such as chicken, on the Asda website.

"Usually shoppers would look for staples and healthier alternatives at the start of a New Year, as they are prompted to try to lose weight, save money and live better.

“This change in behaviour demonstrates a real increase in desire from our customers to follow plant-based or flexitarian diets.

"Luckily, Asda customers don’t have to compromise on quality or price either, as the new Plant Based range offers market-leading value an something for everyone, from duckless spring rolls and No-Zzarella sticks, to vegan dirty fries and delicious food to go options.”

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