Asda has become the first UK supermarket to label its own-brand products with the Vegan Society's Vegan Trademark.
Sixteen different vegan-friendly food and drink items will carry the logo, from peanut butter, salad dressing and curry sauce to breakfast cereal, burgers and vodka.
The supermarket giant said it took the decision following feedback from customers – and points out it also has 'a hidden gem in the form of a vegan-friendly lemon cheesecake'.
"We are very pleased that yet another major retailer has listened to its customers and decided to make the shopping experience easier for vegans and those shopping on their behalf," says George Gill, Chief Executive of the Vegan Society.
Around 800 companies including Ikea, Alpro, Lush and Original Source currently use the Vegan Society's approved logo on 24,000 products.