American organic vegetarian ready meal brand Amy’s Kitchen has launched two new vegan breakfasts in Waitrose and Ocado supermarkets.
The two vegan products include a breakfast scramble wrap featuring savoury organic tofu, hash browns, and a mixture of veggies that’s ideal brekkie on-the-go. The second option is a breakfast scramble bowl, perfect for breakfast at home. Both meals are organic, gluten-free, Kosher, free from tree nuts, and completely plant-based.
According to Amy’s Kitchen, the vegan breakfast ready meals launched in Waitrose in early October. Veganuary, a UK-based campaign that aims to encourage individuals to reduce their consumption of animal products, reported that the two products are also available in the online supermarket Ocado.
The demand for vegan ready meals is climbing in the UK and Amy’s Kitchen, along with the nation’s top supermarkets, are looking to capitalise on the growing consumer interest.
Tesco, in particular, has concentrated on expanding its offering of vegan ready meals this year, high on the success of its own-brand, Wicked Kitchen, which launched last January. The exclusive range, developed by American vegan chef and former senior global chef at Whole Foods Derek Sarno, more than doubled sales expectations by selling 2.5 million meals within 20 weeks. By the 33-week mark, that number climbed to 4 million. Realising Wicked Kitchen’s popularity, Tesco added 26 new options to the range this autumn.
Last October, Waitrose launched 29 own-brand vegan items, including ready meal options like vegan mac and cheese, pizza, and convenience items like dairy-free ravioli and fishless cakes.
Morrisons, the fourth largest supermarket in the nation, has also expanded its own-brand vegan range. Last October’s product launch included options like meatless sausages, veggie burgers, and chili “non carne.”
Amy’s Kitchen products can also be found in major stores like Tesco, Sainsbury’s, Morrisons, Asda, and Whole Foods Market.
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