Date posted: 26/01/2021

Bidfood unveils ‘V Kitchen’ – a new dedicated vegan brand

The number of vegans in the UK has quadrupled between 2012 and 2019. With over 1.5 million people in the UK currently choosing to be vegan[1], this Veganuary Bidfood, one of the UK’s leading foodservice providers has revealed a new dedicated and extensive vegan range, V Kitchen.

As a result of the pandemic, flexitarian and plant-based trends are expected to become even further embedded in society[2], with 19% of people believing that the impact of Covid-19 will encourage more people to eat less meat.[3] It’s therefore more important than ever to have a wide range of great quality, vegan products to meet consumer demands.

Recognising the growing need for easily available vegan products, the brand will be available to both trade, via Bidfood Direct and the general public, via Bidfood’s new direct to consumer platform, Bidfood at Home. Boasting a wide selection of both branded and own brand products, the range offers an array of pre-prepared dishes, including an Everyday Favourites sweet potato, chickpea & spinach curry and vegan wellington slices. V Kitchen also comprises delicious protein alternatives, indulgent desserts such as vegan & gluten free salted caramel cheesecake, store cupboard ingredients, bakery and impulse snack products and vegan wines, beers and spirits.

Talking through the new brand Vicky Tripp, Campaign and Activation Manager at Bidfood said: “The stats speak for themselves, we can clearly see that the vegan trend is showing no signs of abating! In fact, it’s rising among consumers at an even faster rate as a result of the pandemic. The main reason we’re seeing this rapid change in consumer behaviour when looking at vegan diets really boils down to the rising trend of ‘careful consumption’,[4] people thinking more sustainably and reducing their meat intake for health and environmental reasons, and some taking on a challenge, trying something new and partaking in Veganuary.  

“The past few years have been really exciting to work on the development of this ever-growing trend. Bidfood is proud to offer an extensive vegan range offering inspiration, innovation and inclusivity for those who require a plant-based, vegan offering. This year, we are incredibly proud to be taking the next step by unveiling our new brand, V Kitchen!

With the launch of this new brand to house all these fantastic vegan products, it is going to help to continue to make lives easier for customers when planning vegan menu options – plus we plan to keep up to date with further innovation to launch even more great options.”

To shop the range visit our V Kitchen page



[3] (Mintel Future of Eating Out Report, The Impact of COVID19, August 2020)


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