As flexitarian eating has continued to surge in popularity, Waitrose have announced the launch of 12 new PlantLiving products.
These have been specifically crafted to meet evolving dietary preferences, including less soya protein and more vegetables, beans and pulses.
The amount of consumers following a flexitarian diet has risen, with May and June expected to be peak months for plant-based consumption. Waitrose also experienced a peak in plant-based customers in January.
The new Waitrose PlantLiving products, each with unique features, include Plant & Veg Mince, Plant & Vegballs, Organic Firm Tofu, Garlic-Filled Doughballs and Southern Fried No Chicken.
"With customers prioritising whole foods, we have incorporated more vegetables into our plant-based proteins," said Simona Cohen-Vida-Welsh, Waitrose's vegan product developer.
"Our new PlantLiving: Plant & Veg Mince and PlantLiving: Plant & Vegballs are both made from vegetables and pulses and are extremely versatile, allowing customers to make easy and delicious plant-based meals daily."
The latest data from Waitrose revealed a significant rise in plant-based ingredients such as canned lentils, marinated tofu, and vegan salad. Waitrose's plant-based recipes also saw an increase of up to 700 percent.
"Our customers are looking to consume less meat, and by using our products, they can make delicious plant-based swaps without having to prep," said Catherine Shacklock, Waitrose's vegan and vegetarian buyer.
"Plant-based proteins, such as tofu, have become kitchen heroes, and our new PlantLiving: Organic Firm Tofu is made using traditional Japanese techniques, which means it is perfect for cooking with and a great base for most recipes."
All 12 of the PlantLiving range will offer customers a healthy alternative that provides nutrition and taste.
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