Reading Time: 2 minutes The retailer says it has created the first vegan chicken kiev (Photo: Supplied to Plant Based News)
Reading Time: 2 minutes

Marks & Spencer has revealed that it sold one of its new vegan chicken kievs every four minutes during January.

The UK retailer launched the kievs – part of its Plant Kitchen range – on January 2 in a bid to tap into growing demand for vegan options during Veganuary.

‘Super exciting trend’

“With one in four M&S customers choosing a more flexitarian diet this is a super exciting trend that’s showing absolutely no signs of slowing down,” April Preston, director of product development at M&S, said in a statement sent to Plant Based News when the kievs launched.

“Following on from the successful launch of our Plant Kitchen range earlier this year, we’ve turned the heat up and challenged ourselves, focusing particularly on turning well-loved products into plant-based versions, looking at alternative plant proteins, experimenting in flavors and celebrating vegetables in all their forms.”

‘Exceeded our expectations’

Veganuary – which had a record-breaking 400,000 sign-ups this year – has been credited for the major boom in plant-based sales.

“With the link between animal farming and the climate crisis making headlines nearly every day we expected Veganuary 2020 to be the biggest yet, but it exceeded all of our expectations,” said Veganuary spokeswoman Toni Vernelli.

“We applaud everyone who took part and encourage them to continue eating vegan food as often as possible. Together we are making an enormous difference for animals and the planet.”

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.