Vegan Nutella Lands In Asda With ‘Insane’ Price Tag

Vegan Nutella has arrived in Asda supermarkets across the UK, drawing mixed reactions due to its “insane” price tag. Launched in 2025 exclusively at Sainsbury's, the vegan chocolate-hazelnut spread is priced at £3.99 in Asda and £4 elsewhere, approximately 25% more than the classic Nutella, which costs £3.20 for a 350g jar. Customers have voiced concerns online, labeling the price difference as a “vegan tax,” noting that the substitutes used, such as chickpeas and rice syrup, are relatively inexpensive.

Experts cite various reasons for the higher cost of vegan products. Factors include smaller production volumes, increased research and development, specialized processing, and distinct ingredient supply chains. Additionally, the disparity in taxation, where plant-based alternatives often incur a 20% VAT while dairy products enjoy a zero percent rate, further inflates the prices of vegan options. Subsidies for dairy and meat products also contribute to their lower costs, emphasizing the financial challenges faced by plant-based products in a competitive market.