Waitrose adds new wholefood vegan products focused on vegetables, beans and pulses to its PlantLiving range

Waitrose has launched 12 new PlantLiving products to cater to the growing demand for flexitarian food – and they’re all vegan-friendly!

The new items, which include veg mince and veg balls among other meals, have been specifically crafted to feature more vegetables, beans and pulses, and less soya protein.

As well as appealing to flexitarians, it is likely that the new products will be popular with vegans and vegetarians who are looking to incorporate more veggies and beans into their diets, while reducing their intake of processed meat alternatives.

The range marks a refreshing departure from other supermarket lines designed to appeal to flexitarians by mixing meat and other animal products with otherwise vegan ingredients.

In 2019, retail giant Tesco faced criticism from meat-free diners after launching its flexitarian fresh beef and lamb lines, which featured a mix of 70 per cent meat with 30 per cent vegetables.

Now Waitrose is catering to those who don’t want to eat processed meat alternatives but still want the convenience of shop-bought meals with its new products.

PlantLiving 

According to Waitrose, its website data show a surge in searches for ‘key ingredients’ including marinated tofu, canned lentils, and vegan salad recipes with increases of 134 per cent, 200 per cent and 700 per cent respectively.

This, it says, ‘reveals that there is growing customer demand to incorporate more whole foods into diets’. 

The 12 new items from Waitrose, which are available in-store and online now, include PlantLiving: Plant & Veg Mince, PlantLiving: Plant & Vegballs and PlantLiving: Organic Firm Tofu.

According to the retailer, these make a ‘great base for everyday meals – providing food lovers convenience,  versatility and delicious options when it comes to cooking a plant-based diet’. 

Further products – which the store describes as catering to those who want a ‘treat’ – include PlantLiving: Garlic-filled Doughballs and PlantLiving: Southern Fried No Chicken.

Meanwhile, Summer options, which will be available until September 17, include PlantLiving: Mediterranean Style Mini Rolls and Curried Vegetable Mini Rolls. Both are included in the retailer’s two for £5.50 offer across Summer deli items.

New PlantLiving products

The full list of Waitrose’s new products includes:

• PlantLiving: Organic Firm Tofu (£1.95/300g) – Made using traditional Japanese techniques for a slightly softer texture that’s perfect for cooking. Great for stir fries, curries and breakfast scrambles.
• PlantLiving: Marinated Organic Tofu (£2.80/300g) – Made using traditional Japanese techniques for a slightly softer texture that’s perfect for cooking. Marinated with tamari, ginger and garlic to infuse the tofu with a deep, savoury flavour. Great for stir fries, curries and breakfast scrambles.
• PlantLiving: Plant & Veg Mince (£2.60/250g) – Made from soya protein, beans, red peppers and fried onions, with herbs, porcini powder and cracked black pepper for a deeply savoury flavour. Perfect for shepherd’s pie, Bolognese and chilli, or for shaping into kofta-style kebabs.
• PlantLiving: Plant & Vegballs (£2.60/240g) – Made from soya protein, beans, red peppers and fried onions, with herbs, porcini powder and cracked black pepper for a deeply savoury flavour. Great with a herby tomato sauce and spaghetti, or Swedish style with mash.
• PlantLiving: Southern Fried No Chicken (£3.00/227g) – Tender, juicy no chicken made with savoury soya protein, in crisp herb and spice breadcrumbs. Delicious in a burger bun with coleslaw and fries.
• PlantLiving: No Chicken Kyiv (£3.40/250g) – Tender and juicy, in crisp breadcrumbs with a melting garlic and herb filling inside. Great with sauté potatoes and a crisp green salad.
• PlantLiving: No Chorizo Sausages (£2.75/280g) – Spicy, smoky sausages made with mushrooms and roasted red peppers and spiced with garlic, chilli and smoked paprika.  A great vegan substitute for chorizo in paella, pasta dishes and salads.
• PlantLiving: Loaded Vegetable Kebabs (£2.75/260g) – Kofta style kebabs made with squash, courgette, carrot, chickpeas, and onion, seasoned with smoked paprika and spices. Delicious with your favourite dip.
• PlantLiving: Garlic-filled Doughballs (£3.00/210g) –  Light, crisp, golden doughballs with a rich garlic and parsley filling. Great as a side for pizza night.
• PlantLiving: Nduja Style Fiorelli (£3.60/250g) – Perfect for a quick, easy and delicious vegan dinner – fiorelli with a rich filling made with sundried tomatoes and spiced with paprika and chilli. Delicious with tomato sauce.
• PlantLiving: Mediterranean Style Mini Rolls (£3.00/180g) – A delicious alternative to sausage rolls, made with Kalamata olives, herbs and a twist of black pepper in crisp puff pastry. Great for lunchboxes.
• PlantLiving: Curried Vegetable Mini Rolls (£3.00/180g) – A delicious alternative to sausage rolls, made with spiced potato, onion, cauliflower and peppers in crisp puff pastry. Great for lunchboxes.

Prioritising whole foods

In a statement, Simona Cohen-Vida-Welsh, Waitrose Vegan Product Developer, said: “With customers prioritising whole foods, we have incorporated more vegetables into our plant-based proteins.  

“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 every day.

Catherine Shacklock, Waitrose Vegan and Vegetarian Buyer, added: “Our customers are looking to consume less meat and by using PlantLiving: Plant & Veg Mince, PlantLiving: Loaded Vegetable Kebabs and PlantLiving: No Chorizo Sausages, they can make delicious plant-based swaps without all the prep.

“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 to cook with and a great base for most recipes.” 

Are you keen to incorporate more fast and easy plant-based recipes into your diet? Check out these quick vegan meals you can make in 30 minutes or less

Featured images © John Lewis Partnership PLC