Meat-Free Morrison's ‘Pork Pie’ Won’t Be Sold in Home of Snack

(Bloomberg) --

Wm Morrison Supermarkets Plc won’t sell its new vegan pork pie in Melton Mowbray, the U.K. town famed as the home of the popular British snack, to avoid “offending” locals, the Telegraph reported.

The launch of the U.K. supermarket’s “no-pork pies” Monday will exempt the town “celebrated around the world” for popularizing the traditional meat recipe, according to an internal company memo reported by the Telegraph. Morrison said in its memo it took the step to “avoid any offense” toward residents who consider themselves “ambassadors” of the dish, according to the paper.

Customers in Melton Mowbray who want to purchase the vegan pie will be able to arrange a home delivery, according to the Telegraph.

“We have let our Melton store know they won’t be selling the ‘no-pork’ pie due to the town’s strong heritage with the traditional pork pie,” a spokeswoman said by email.

Meat-free versions of traditional foods have increased in popularity in recent years. Roger Whiteside, who runs Greggs Plc, a British fast-food chain best known for its sausage rolls, is reportedly trying out a vegan diet.

His conversion comes after Greggs began selling a plant-based sausage roll this year that has proved popular with demand initially outstripping supply. The success of the vegan sausage roll helped drive a sales boost at Greggs that has contributed to a nearly 70% rise in the chain’s share price this year.

To contact the reporter on this story: Harry Wilson in London at hwilson57@bloomberg.net

To contact the editors responsible for this story: Ambereen Choudhury at achoudhury@bloomberg.net, Cecile Gutscher, Patrick Henry

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