The commitment follows the #MarkItVegan campaign by leading UK animal protection group Animal Aid, which was established to urge all major UK supermarkets to label their own-brand vegan products, something that was already done by Sainsbury’s and the Co-op.
The announcement follows M&S’ launch of 50 new own-brand vegan dishes this week, under its Plant Kitchen line. The vegan label features on all M&S own-brand products that are entirely vegan, with the exception of obvious products such as fruits and vegetables, and also products that carry a ‘may contain traces of dairy or eggs’ warning.
“Marks & Spencer have certainly gone that extra mile to ensure that their offerings of plant-based foods are extensive, exciting and easy to identify,” Animal Aid Campaign Manager, Tod Bradbury, said in a statement sent to Plant Based News. “The Plant Kitchen range ticks all the boxes when it comes to exciting foods.
“We also extend our thanks to them for introducing a labeling system for their own-brand vegan products. Such labeling helps not only vegans, but also vegetarians, those reducing their animal product consumption, people wanting to try plant-based foods and those who purchase vegan products for their family members.
“Clearly and consistently labelling products as vegan in some way has benefits for the business as well as the consumer; firstly, it enables those of us who avoid animal products entirely to easily find which products are vegan.
“Secondly, it also helps non-vegans realize how many delicious vegan options there truly are 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.”
M&S joins Tesco, Asda, Morrisons, Iceland, and Waitrose in committing to clear and consistent labeling. Lidl is the only UK supermarket which has not yet committed to introducing clear and consistent labeling for its own-brand vegan products.