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UK supermarket Asda has launched a range of plant-based products from ready meals to sides, in a move to provide inexpensive meat alternative options.   Under its new ‘Asda Plant Based’ label, the 100% plant-based range is approved by The Vegan Society and hosts the company’s new ‘live better’ logo to signpost the healthiest choices in its range. Asda has released its range following a recent research programme, which revealed that 52% of 18-34-year olds plan to reduce their meat intake in 2020. The retailer also found that price is still the main barrier for three in ten UK households, as people believe eating plant-based meals will be more costly. In response to this issue, Asda aims to provide the most affordable on the market with products starting from just £1.50. Julie Wild, own brand strategy and governance manager at Asda, said: “The demand for plant-based products is growing at a rapid rate, but it can be challenging for customers to find diverse, high-quality, and inexpensive options on the market. “The new Asda Plant Based range

with 48 new products to choose from – all approved by the vegan society – has been designed to offer something for everyone, at affordable prices. "Plus, in a first for any retailer, all trays and sleeves packaging found in the Plant Based range are 100% recyclable, making it easier for our customers to make sustainable choices." Consisting of 48 products, Asda’s new range includes several mushroom-based meat alternatives including meat-free mince, burgers, sausages and meatballs. Key products in the range include smoky tofu burrito (RRP £2.50), duckless spring rolls (RRP £2.25), dirty fries (covered in non-dairy creamy sauce and roquito chilli peppers at RRP £2.25), sweet potato katsu curry (RRP £2.50), butternut mac (RRP £2.50) and tomato and pesto flatbread (RRP £1.75). The full range is available in select Asda stores now.