UK supermarket chain Iceland has become the latest store to commit to vegan labeling on products. The frozen foods specialist says it will include text that reads “suitable for vegans” on its own-brand plant-based ranges.
The move to make shopping for plant-based products simpler for customers follows a campaign called #MarkItVegan, which was launched by UK-based animal rights charity Animal Aid in 2016.
“As the popularity of veganism grows, and supermarkets start to introduce more vegan products, there has never been a more appropriate time for supermarket giants to ensure their vegan products are clearly labeled,” states the campaign.
“Thank you, Iceland, for making shopping easier for vegans, vegetarians and those who wish to try more vegan food,” wrote Animal Aid.
Since the beginning of the year, Iceland has taken steps to offer its customers new vegan options. Last April, the supermarket chain launched the No Bull Burger, a “bleeding” vegan patty made from soya protein that was designed to appeal to omnivore taste buds with its realistic flavor and texture.
The new plant-based burger proved to be popular with Iceland’s consumer base. In June, Iceland reported that the No Bull Burger had regularly outsold wagyu beef since April. Earlier this month, the chain announced that it would expand upon its vegan meat range with No Bull Meatballs, realistic plant-based chicken, vegan pork, chorizo, and other high-protein products.
The success of the No Bull Burger has also led Iceland to launch a dedicated vegan frozen foods sections in all stores, following in the footsteps of major supermarket chain Waitrose.
Since its launch, Animal Aid has been successful in convincing major supermarket chains such as Asda, Aldi, Tesco, and Morrisons, all of which have increased their vegan offerings in recent years, to adopt vegan labeling for own-brand products.
In recent years, more UK residents than ever before have reported interest in plant-based foods as people are turning to meat-free diets for reasons related to health, the environment, or animal welfare.
Image Credit: Littlest Pigeon