A SUPERMARKET has launched a new vegan aisle - in a move dubbed the first of its kind in the UK.

Asda have launched a vegan destination in many of its UK stores, with two bays entirely dedicated to plant-based products.

Worcester’s Asda, in Silver Street, will be launching this from Monday, October 19.

The retailer has launched vegan aisles across 359 Asda stores which will consist of one bay of savoury products including proteins, cooking sauces and condiments, and one bay of snacks and sweet products.

Asda says it will launch over 100 new lines across the dedicated vegan area.

Anthony Chesher, owner at Be the Change Foods which a vegan cafe in Worcester, described the idea as “great.”

He said: “Labelling things so clearly is a form of marketing so it’s got to encourage people.”

Sarah Thornewill, Asda’s buying manager, said: “We understand that customers want a quick and simple shopping experience, and this shouldn’t be restricted by dietary requirements.

“By merchandising all our vegan items together, we hope to save customers time and offer inspiration, whether for those following a plant-based diet, or those looking to reduce their meat consumption.”

According to research carried out by Asda and Claro, about 17 per cent of UK households are reducing their meat intake or following a plant-based diet, prompting the chain to launch more than 100 new lines across a dedicated vegan area.

What do you think of the new vegan aisle?

Will you be visiting the store to check it out?