Waitrose kicks off Veganuary with Fish‘less’ Fingers

02-Jan-2019 - Last updated on 02-Jan-2019 at 15:19 GMT

Waitrose is tapping the 'Veganuary' trend across the UK

UK retailer Waitrose has ramped up its plant-based portfolio by launching Fish’less’ Fingers into its stores nationwide.

Available at £3.19 until the end of the month, the Fish’less’ Fingers are made from breaded seaweed tofu with a crispy coating and “subtle” fish flavour. From 30 January, the price will increase to £3.99.

Waitrose claims the Fish’less’ Fingers are a “first to market” product inspired by the classic British dish. Quorn produces a similar product – 10 Fishless Fingers – across its vegan range.

The retailer launched its vegan and vegetarian range, which includes an array of meat alternatives, into supermarkets in October 2018. Following the launch, Waitrose revealed sales of its vegan party food range soared by 20%.

“After the successful launch of our new vegan and vegetarian range in October 2018, we’ve been working to see what other interesting dishes and products we can add to the range,” said Waitrose’s chilled vegan and vegetarian buyer Chloe Graves.

“The Fish’less’ Fingers are a great vegan alternative to a much-loved food which we hope our customers will love.”

The launch taps the renowned Veganuary trend that sweeps across the UK at the beginning of every year. The initiative is designed to inspire people to try vegan food at the start of January, and carry on throughout the rest of the year.

According to Kantar Worldpanel in February 2018, the UK meat-free market was valued at £310m.