Waitrose to add own-brand 'suitable for vegans' labels

Waitrose has become the latest major supermarket to commit to introducing ‘suitable for vegans’ labelling across its own-brand lines.

The retailer has bowed to pressure from Animal Aid’s Mark it Vegan campaign, and will gradually roll out clear labelling for vegan products in its own brand portfolio.

Animal Aid said Lidl was the only major supermarket that had not committed to such a step.

Its vegan outreach campaign manager Tod Bradbury welcomed Waitrose’s commitment, and said the news would “delight” the 500,000-plus vegans, as well the 22 million flexitarians, in the UK. “Clearly labelling products as ‘suitable for vegans’ in some way has a host of benefits,” he said. “Firstly, it enables those of us who avoid animal products entirely to easily find which products are vegan. Secondly, it also helps non-vegans realise how many delicious vegan options there truly is to choose from.

“When veganism is presented as something that is normal, those who may be a little sceptical are more inclined to give it a try.”

Read more: Iceland to add ‘suitable for vegans’ product labels

A spokeswoman for Waitrose told The Grocer: “Waitrose has a growing vegan range and we want to signpost products which are suitable for vegans. Where it is legally permitted, we have committed to mark vegan products the next time the label is updated.”

Waitrose’s new labels will not appear on products that ‘may contain traces of’ dairy or other animal products.

The move follows Waitrose adding more than 50 vegetarian and vegan lines to its own brand portfolio in June.