Asda is now selling a new vegan chocolate cake in the shape of an avocado.
The announcement marks the first time that the supermarket has launched a completely vegan celebration cake.
Dairy-free chocolate sponge
Made with dairy-free chocolate sponge and covered in green frosting, the cake has been approved by The Vegan Society as an alternative to a chocolate-filled cake.
The supermarket says the £10 cake can serve up to 10 people, describing it as “perfect combat for the January blues.”
Veganism on the rise
With veganism speculated to rise by 327 per cent in 2020 - according to a study by comparison site, Finder - Asda hopes that its new Avocado Cake can help it tap into the growing market.
Sarah Burns, Asda's Bakery Product Developer said, “Moving into 2020, we predict that there will be a drive for more vegan products across every shopping category, so we're pleased that we can offer our customers a delicious cake that can be enjoyed at any celebration!
“Novelty shaped cakes are always well received by our customers, this year our favourites were the unicorn, llama and sloth cakes and we're sure that the Avocado Celebration Cake will be a 2020 favourite too.”
An increase in vegan products
Asda’s cake launch follows a string of other dairy and meat-free products announced recently, as companies try to gain a foothold in the vegan food market.
In November last year, Galaxy released a range of vegan chocolate bars, including “smooth orange” and “caramel and sea salt” flavour.
Introducing the new range, Kerry Cavanaugh, Marketing Director at Mars Wrigley UK - which owns Galaxy - said, “Wherever you look you can’t avoid the vegan buzz in the UK.”
Earlier this year Wagamama became the first restaurant in the UK to serve “watermelon tuna” as an alternative to its traditional fish dishes.