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UK supermarket Waitrose has launched its new Christmas range for 2021. In total, the range includes 20 new vegan products, with Waitrose continuing its market-first strategy with the introduction of a vegan lobster roll.

As reported in January 2020, Waitrose has successfully launched leading products to the market, including vegan egg-free fried rice and crispy fish-free banana blossom-based studs. In September 2021, Waitrose continued its market-first vegan strategy when its largest vegan and vegetarian launches included several first-to-market products in the ready-to-market segment, such as Crispy No Beef with Sweet Chilli Sauce.

The Christmas No Lobster Marie Rose Roll is filled with roasted royal oyster mushrooms and vegan Marie Rose sauce in a verolled brioche gan style with semi-dried tomato and lovage. Other vegan offerings in the expanded Christmas lineup include a vegan Roast Bijou with a fruity center and a vegan winter pudding.

Waitrose Vegan NoLobster MarieRose Roll
© Waitrose

Waitrose expects successful sales this Christmas season and recognizes an emerging trend to prepare for Christmas early with its food page which is seeing views increase 26% from last year. Waitrose Private Label Manager Natalie Mitchell comments: “The uncertainty of last Christmas certainly had an effect on how our customers want to spend the next holiday season. As the majority of people were unable to celebrate with their loved ones as planned in 2020, they are working hard to make this Christmas as wonderful as possible.

Looking ahead to 2022, Waitrose’s new Food & Drink report lists the 5: 2 vegetarian diet, which involves eating a vegetarian or vegan diet five days a week, as one of the key trends for 2022, noting: “Vegetarianism and veganism continue. dominate our menus.