Reading Time: 2 minutes The supermarket has become increasingly vegan-friendly in recent times
Reading Time: 2 minutes

UK retailer Iceland has announced it is currently in the process of introducing a ‘suitable for vegans’ label for its own-brand vegan products, joining Tesco, Asda, Morrisons, Aldi, Sainsbury’s and the Co-op.

The move follows a campaign by animal protection organization Animal Aid, which launched its #MarkItVegan initiative in 2016. It calls for ‘all major supermarkets to clearly label their own-brand vegan products in some way, whether by the use of the words ‘suitable for vegans’, a logo or otherwise’.

According to Animal Aid, Iceland says it is at the beginning of this ‘long and complex process’, so the label will not be seen for some time.


In a statement sent to Plant Based News, Animal Aid Vegan Outreach Campaign Manager, Tod Bradbury, said: “We are absolutely delighted that Iceland has made the decision to label their own-brand vegan products.

“This will make a huge difference not only to vegans, but to vegetarians, reducetarians, those wanting to try vegan food, and indeed those who purchase vegan food for family members.

“Iceland has, as of late, considerably upped their vegan game with plans to release 13 new vegan meat-alternatives to its stores very soon.”

Plant-based range

Iceland recently revealed it is launching a major new range of vegan food, following the success of its plant-based ‘No Bull’ Burger. The line will hit shelves in September.

The own-brand line of 13 products will include will a number of meat replacement items including sausages, chicken, burgers and mince – as well as the UK’s first supermarket vegan chorizo.

The products, which will be sold in their own dedicated meat-free cabinet, away from the animal meat products, will also include a spicy jalapeño variation of Iceland’s top-selling ‘No Bull’ vegan burger, paella made with vegan chicken, and tofu-based dishes which do not replicate meat flavor and textures.

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.