A vegan supermarket has opened in Llanelli after being awarded a grant from Carmarthenshire County Council.

Kind Earth is selling organic and locally sourced food in Maes Y Coed.

3.5m people in the UK are now reported to be opting for a vegan diet.

There will be no plastics in supermarket and it will only offer paper bags to customers.

It will also run a recycling scheme and host events including litter picking and workshops.

£4,435 was given to Kind Earth from the council’s business start-up fund.

Local resident, Matt Rogerson owns the business.

I’ve been so excited to open Kind Earth, and grateful to the council for the start-up grant and belief which helped pursue my dream... Matt Rogerson, Kind Earth

Local resident Matt Rogerson owns the business. Credit: Carmarthenshire County Council