Sainsbury's is about to become the UK's first supermarket to sell meat alternatives next to the real thing, and it's going to be trialled in south London.
The new sections will see plant-based products, such as vegetarian and vegan burgers, steaks, mince, and sausages, available to buy alongside meat, fish, and poultry products in-store.
The south London stores involved are Bexleyheath and Sutton.
Sainsbury's claims 91 per cent of Brits are adopting a ‘flexitarian’ diet (not eating as much meat and fish products but not cutting it out completely), so its move will offer customers broader choice when browsing in the meat aisle by including a range of tasty and nutritious meat-free alternatives.
The range of 26 meat-alternative products that will sit within the new section include Sainsbury’s Love Veg! Vegan Chorizo Shroomdogs, Sainsbury’s Love Veg! Jackfruit Quarter Pounders, Vivera Veggie Fish Burgers and Fry’s Vegan Smoked Hot Dogs.
The trial follows the success of Sainsbury’s meatless mince trial last October, which saw Danish brand Naturli’ Mince located next to a meat equivalent.
Rosie Bambaji, plant-based buyer at Sainsbury’s, said: “We’re seeing increasing demand for plant-based products, and with the unstoppable rise of ‘flexitarianism’ in the UK, we are exploring further ways to make popular meat-free options more accessible.
"We hope that this trial will make our customers' shopping experience even more seamless, and we’re looking forward to hearing their feedback.”
The 26 meat alternatives will move from their regular location within the ready meals aisle to the new section within meat, fish, and poultry during the trial period.
Customers will still be able to shop the rest of Sainsbury’s plant-based range in its usual place.
What do you think of this? Will vegetarians object to their products sitting next to actual meat? Are you worried about accidentally eating something meat-free?
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