Iceland to Expand Vegan Range After Success of No Bull Burger

Frozen food chain Iceland is preparing to expand its plant-based offerings to include 13 new vegan products

Credit: Iceland / Weber Shandwick Media

Iceland will be creating space for meat-free freezers in 900 of its stores across the UK, with plant-based alternatives to chicken, meatballs, mince and chorizo on offer. A variety of vegan ready meals will also form part of the new range, building on the success of the own-brand vegan burger, launched in April of this year.

The No Bull Burger is made of soya protein and uses beetroot powder to create a realistic ‘bleeding’ effect, and has proved very popular with vegans and non-vegans alike. Iceland’s head chef Neil Nugent said of its success:

“When we started spotting consumers using our No Bull Burger to create their own recipes on social media, we knew we had to create a full vegan range.”

According to Iceland, the No Bull Burger has already outsold the chain’s wagyu beef burger through interest on social media alone.

A spokesperson for Iceland cites demand from the growing number of vegans in the UK, as well as a surge in flexitarians and omnivores looking to reduce their meat consumption as the catalyst for these exciting new developments. Aside from consumer demand, Iceland is presumably hoping to outpace competitors: this year Waitrose added a dedicated vegan area to their refrigerator section in 125 of their stores, and Tesco, Sainsbury’s and Marks and Spencer have all launched their own vegan products and ready meals.

The move comes alongside other positive changes for the budget supermarket: Iceland is working to remove palm oil from its products and has pledged to remove all plastic from its own-brand goods and work towards more sustainable packaging alternatives – as well as encouraging its suppliers to do the same.

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