UK: Asda Becomes First Supermarket to Improve Vegan Labeling

28 Mar 2017 --- Asda has paved the way as the first UK supermarket to approach The Vegan Society with intention to improve the labeling of its vegan products – including vodka. The giant has started putting the Vegan Trademark on 16 different items, some of which have already reached the supermarket shelves, and more products will be released in the next few months.

Asda joins other high profile companies such as Alpro, Lush, Original Source and Ikea in taking the Trademark, which can now be seen on around 24,000 products spanning some 800 companies.

George Gill, Chief Executive of The Vegan Society, said: “We are very pleased that yet another major retailer has listened to its customers and decided to make the shopping experience easier for vegans and those shopping on their behalf.”

“Asda’s move reflects the nation's changing eating habits towards healthier and more compassionate choices, setting a great example for other supermarkets, which has been reflected in the positive comments on social media in reaction to this news.”

“Providing vegan options makes clear commercial sense for retailers, who can open up their market to a fast growing number of vegans worldwide. The Vegan Society works to assists businesses in labelling their products with the Vegan Trademark.”

Asda already had a wide range of own-brand free-from snacks that are suitable for vegans, as well as refrigerated and frozen goods, including a hidden gem in the form of a vegan-friendly lemon cheesecake.

Lizzy Massey, Vice President Asda Own Brand, said: “Our customers are at the heart of everything we do and we know that they have different needs and demands from our products. That is why we have listened to feedback from our customers and are proud to put vegan labeling on our own brand products.”

Asda’s products registered with the Vegan Trademark include:

• Extra Special Triple Distilled Vodka 70cl
• Blueberry Wheaties
• Meat Free Beef Style Quarter Pounders
• Rich Balsamic Dressing
• Fig, Date & Balsamic Chutney
• Tomato Ketchup 560g
• Tomato Ketchup Smart Price 
• Mild Curry Sauce
• Sweet & Sour Sauce
• Hearty Vegetable Soup
• Wholewheat Spaghetti
• Crunchy Peanut Butter 340g
• Reduced Fat Smooth Peanut Butter
• Smooth Peanut Butter 340g
• Wholenut Crunchy Peanut Butter 340g
• Crunchy Peanut Butter Smart Price 340g

While Asda is the first supermarket to use the Vegan Trademark, Sainsbury’s and The Co-op label the majority of their own-brand vegan products. However, the Vegan Trademark gives extra authenticity and assurance to vegan customers.