Starting this week, No Moo Chocolate Melt in the Middle Pudding will be available at supermarket Iceland across the United Kingdom. The supermarket, which specializes in frozen foods, added its first dessert which is available in two serving-sized packages for £2.00 ($2.61). In April 2018, the chain’s executive chef created the vegan No Bull Burger, which proved wildly successful. Shortly thereafter, Iceland developed its own 13-item vegan food line which includes chorizo, sausages, chicken, ground beef, and burgers. Iceland’s expanding vegan food offerings align with a bigger trend in the UK, where supermarkets continue to debut new vegan items to keep customers interested. In October, Tesco added 26 new vegan meal options to its Wicked Kitchen line—developed by its own executive chef Derek Sarno—after the initial 20 options sold 4 million units in the first half of 2018.

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