Aldi UK launches plant-based own brand

Source: thegrocer, Friday, Jul 5, 2019

Aldi UK has responded to the surge in shopper interest in plant-based meat alternatives with the launch of new own label brand I Am Vegan. The discounter unveiled its first product in the range, a quarter pounder, at the end of June. Aldi plans to roll out further SKUs in the I Am Vegan range over the next six months.

“The launch of I Am Vegan is in response to the growing popularity and appetite for vegan options amongst our customer base,” said Aldi’s Managing Director of Buying, Julie Ashfield.