Waitrose is set to expand its selection of vegan and vegetarian food with the supermarket announcing an increase of 60 percent in its total vegan and vegetarian assortment.

The range will feature 125 ingredients, ready meals and other meat-free products, which includes 50 new products, the retailer said in a statement. In a supermarket first, it will set up a dedicated vegan section in its shops to make shopping easier for customers looking for vegetarian and vegan options.

“Our current selection of products has been selling really well week after week, with requests for more choice coming from our customers and Partners, so we could clearly see there was an appetite to have more vegetarian and vegan options in our shops,” said Chloe Graves, Waitrose Chilled Vegetarian and Vegan Buyer.

“With flexitarianism also on the rise, we have made sure we have dishes and ingredients for those looking to opt for a meat-free meal, that was suitable for the whole family to enjoy.”

Kantar UK Insights predict 2018 to be the year Brits go vegan, also noting it is the year that plant-based diets go mainstream. Waitrose is seeing this reflected in its sales of vegetarian food, up 34% against the same time last year, the statement noted.