Harvester targets vegans and vegetarians with new menu

By Helen Gilbert

- Last updated on GMT

Meat-free: demand for vegan and vegetarian options is rising
Meat-free: demand for vegan and vegetarian options is rising

Related tags: Vegetarianism, Veganism, Nutrition

Harvester, the Mitchells & Butlers-owned pub chain, is targeting vegan and vegetarian clientele with a new food offer, including its first-ever vegan dessert.

The move, which comes on the back of a successful six-month trial across a third of its 224-strong estate, follows in the footsteps of JD Wetherspoon which has a separate menu for diners looking to consume meat and dairy-free dishes.

Seven veggie and vegan meals

Altogether, Harvester has added seven veggie- and vegan-friendly main meals to its line-up.

Ranging in price from £7.99 to £10.49 they comprise: Aubergine & Red Lentil Tagine (ve), Sweet Potato Jambalaya (v), Herb-Battered Halloumi & Chips (v), Penne Arrabiata (ve), Stuffed Red Pepper (ve), Beetroot & Halloumi Burger (v) and a Falafel Wrap.

A vegan Coconut & Raspberry Rice Pudding (rsp:£4.29) is also being sold.
“We’ve seen an ever increasing demand for meat-free and vegan options, so we are introducing some delicious new vegan dishes and bringing more choice to diners who have specific dining preferences,” explained Harvester marketing manager Anneli Fereday.

More than Meat

Demand for meat and dairy-free meals is on the rise​. Last year, More than Meat, a company that makes meat-style foods from vegetable proteins and without eggs and dairy, noted a 360% increase in the number of vegans in the UK in the past 10 years.

It predicted the average foodservice business not offering vegan alternatives could be losing out on between two and five meal orders a day, based on a daily footfall of 100 customers.

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