Fine-foods wholesaler Cotswold Fayre has doubled the number of plant-based products across its ambient and chilled ranges to almost 300.

It said the decision follows the increasing popularity and demand for such lines. “There is no doubt that plant-based food has made the move from niche to mainstream,” said Ellie Gunn, chilled buyer at Cotswold Fayre.

“In fact, a recent study revealed the proportion of people eating and drinking plant-based products has almost doubled over the past decade.

Retail leads to boost at wholesaler Cotswold Fayre

“We see product innovation driving this category forward with taste and variety remaining key to increase demand from the huge number of ‘reducetarians’, who are looking to consume more plants and reduce, not eliminate, animal ingredients,” added Gunn.

The wholesaler also recently launched its chilled catalogue which now has a plant-based category section for the first time. Laura Strapp, ambient buyer at Cotswold Fayre, said there has also been an increased demand for products marketed as natural.

“Consumers and retailers are increasingly looking for ‘clean label’ products and are actively seeking out products that clearly state they don’t use artificial ingredients or preservatives,” she said.

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