Costa Coffee has become the first UK coffee shop chain to launch a vegan product registered with The Vegan Society’s Vegan Trademark.

The new Vegan Fruit Crumble is dairy-, gluten- and wheat-free and consists of a plum, cranberry and sultana filling sandwiched between a cinnamon-spiced biscuit base and crumble topping.

The crumbles are being produced Cumbrian family-run bakery Bells of Lazonby and went on sale at Costa stores nationwide on 7 January for an RRP of £1.70.

Jane Treasure, Costa’s head of food and beverage development in the UK, said: “We’re dedicated to offering all our customers a variety of products and I am really pleased to add a vegan option to provide more choice for those with dietary requirements.

”We’re delighted that this sweet treat will be featured alongside our other Coeliac Society-approved menu options including our Chicken with Coconut and Lime Dressing Wrap and our Gluten Free Chocolate Brownie.”

300,000 vegans in the UK

According to Costa, there are at least 300,000 vegans in the UK, with the number on the rise, and the decision to create the crumble came from listening to customer and social media feedback.

Jasmijn de Boo, chief executive at the Vegan Society, said: “It is fantastic that another major high street retailer has listened to its customers and put a delicious vegan option on the menu. More people than ever went vegan last year and, with even more expected this year, Costa’s vegan addition shows they are being conscientious towards customers’ compassionate choices.”

Costa Coffee recently launched Costa Fresco, a food-to-go concept selling dishes including porridge, salads and quiches, on Tottenham Court Road, London.