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Aldi launches new Vegan brand

Aldi has launched a new plant-based food brand called ‘I Am Vegan’ to meet the growing consumer demand for meat alternative products.

The first product in the range is a high-protein quarter pounder burger which cost £1.99 for a pack of two. It is made with soya and pea protein and flavoured with smoked salt to give a chargrilled flavour.

The discounter stated that it plans to release more products under the brand in the coming months. It adds to Aldi’s existing Mae’s Kitchen offer which includes No Sausage Rolls, No Beef Burgers and No Chicken Burgers.

Julie Ashfield, Managing Director of Buying at Aldi, said: “The launch of I Am Vegan is in response to the growing popularity and appetite for vegan options amongst our customer base.

“We continue to review our range to ensure that it meets the needs of our customers and we look forward to expanding it even further over the coming months.”

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