Vegan alternatives to the traditional Christmas roast are flying off the shelves at Waitrose and Sainsbury’s as Brits seek a more ethical festive fare.
Sainsbury’s said one vegan ‘pups in blankets’ is sold for every four of its meat version while its competitor has seen sales of its festive vegan range up 40 per cent. Waitrose’ best sellers include a vegan sausage wreath, roasted carrot root en croute and nut roast.
Vegan buyer Charlotte McCarthy told The Times: ‘We anticipate this Christmas will be the biggest ever for vegan food. We’ve worked hard to ensure that there is an exciting range for our customers.’
More than two in five households are planning to serve a vegetarian or vegan alternative this Christmas, according to figures by Sainsbury’s.
Frankie Campbell, the supermarket’s meat-free buyer, said customers are also seeking plant-based centrepieces.