Reading Time: < 1 minute Morrisons has launched 'luxury and affordable' vegan ice-cream (Photos: Supplied to Plant Based News)
Reading Time: < 1 minute

Morrisons is taking on luxury vegan ice-cream brands with its new own-label products.

The UK retailer says customers can pick up the new ice-cream for ‘a fraction of the cost of Ben & Jerry’s’.

Ben & Jerry’s non-dairy tubs cost around £5.50 – almost double the price of Morrisons’ offering, which retail at £2.85 for a 500ml tub.

Morrisons vegan ice-cream

The new dairy-free options are made from a coconut-milk base.

There are two flavors – Chocolate Brownie, with chunks of chocolate brownie and ripples of chocolate sauce; and Salted Caramel Crunch, with pieces of salted caramel and swirls of caramel sauce.

Can the supermarket take on Ben & Jerry’s with its new ice-cream? (Photo: Ben & Jerry’s)
Can the supermarket take on Ben & Jerry’s with its new ice-cream? (Photo: Ben & Jerry’s)

No hefty price tag’

“Lots of our customers are looking for dairy-free ice cream but don’t want to miss out on the indulgent taste of traditional dairy versions,” Morrisons Ice Cream Buyer, Emily Bell, said in a statement sent to Plant Based News.

“We’ve created a treat all ice cream lovers can scoop without the hefty price tag.”

Morrisons non-dairy ice creams are available now online and in stores nationwide. 

Maria Chiorando

Maria is the editor of 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.