Asda unveils plant-based private brand

British supermarket chain Asda, which is owned by Walmart, has rolled out a private branded line of plant-based meals called “Asda Plant Based.”

The new products kick off "Veganuary" in the U.K., where the month of January celebrates vegan foods. The Asda Plant Based foods are approved by “The Vegan Society,” and are said to be a more affordable option of plant-based foods. The company said three in 10 U.K. households felt plant-based meals were too costly. 

The Asda private branded line of plant-based items are made with mushroom-based meat-alternatives, as opposed to products made with soya. The company says they’re the first to launch mushroom-based meat alternatives, including meat-free mince, burgers, sausages and meatballs. The lineup of foods include a tofu burrito, a plant-based mac and cheese, meat-free burgers, duckless spring rolls, No-Zzarella sticks, vegan dirty fries,  food-to-go options, and more.

“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,” said Julie Wild, own brand strategy and governance manager, Asda. “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.”

In addition, the packaging for all of the Asda Plant Based products will be in 100% recyclable trays and sleeves.