Morrisons is to launch what it claims is the UK’s first supermarket vegan pork pie.
The Vegan ‘No Pork’ Pie will be available as of 9 December from Morrisons’ pie shop counters, priced at £1.75 for one or £3 for two. They will be baked at the pie shop counters.
Morrisons said the recipe was a “closely guarded secret” known by only six staff, but said it replicated a pork pie through its meaty taste, crumbly pastry texture and classic appearance.
“So many people across the UK are fond of eating a pork pie at Christmas. Our vegan and vegetarian customers previously couldn’t enjoy a pork pie, but with our new meat-free product, they can enjoy a great-tasting alternative,” said Morrisons pie buyer Steven Halford.
Other meaty favourites have previously been given a makeover by the retailer, including the ‘Corn-ish’ pasty, Vegan footlong sausage roll, ‘No Chick-In’ Jalfrezi and No Moo-zerella dippers.
It follows a spate of vegan sausage roll launches this year, with the concept having gained popularity after Greggs unveiled its version for Veganuary. Since then, businesses including Wall’s, which worked with meat replaced Hooba, Central Foods and a number of independent bakeries have tapped into demand.