Sainsbury's has announced that it will be the first supermarket in the UK to trial placing meat-alternative products in its meat, fish, and poultry aisles.

The trial will be rolled out across 20 of its stores nationwide with the firm saying the move follows the success of its new plant-based range which launched earlier this month.

The change will be the first time a UK supermarket has positioned a range of meat-alternatives directly alongside existing meat options in store.

With 91 per cent of Brits, according to a report by Mintel Meat-Free Foods, now adopting a ‘flexitarian’ diet, Sainsbury’s say the move will now 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 a selection of vegetarian and vegan burgers, sausages, meat-free mince and more, including the likes of Sainsbury’s Love Veg! Vegan Chorizo Shroomdogs, juicy Sainsbury’s Love Veg! Jackfruit Quarter Pounders, Vivera Veggie Fish Burgers, and Fry’s Vegan Smoked Hot Dogs.

Picture: Sainsbury’s

A spokesperson for the supermarket stated that they are aiming to cater to customers’ changing lifestyles and eating habits, namely those who enjoy meat, but are looking to switch to a more plant-based diet, they said: “Sainsbury’s has seen an 82 per cent increase in customers searching for vegan products online, and a 65 per cent increase in sales of plant-based products year-on-year, as customers increasingly consider a vegan, vegetarian or flexitarian lifestyle.

“The trial follows the success of our revolutionary 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, added: “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 customer’s shopping experience even more seamless, and we’re looking forward to hearing their feedback.”

The 26 meat alternatives will move from their regular meat-free 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 aisle.

About The Author

Sean Murphy

Driven by a passion for all things drinks-related, Sean writes for The Scotsman extensively on the subject. He can also sometimes be found behind the bar at the world famous Potstill bar in Glasgow where he continues to enhance his whisky knowledge built up over 10 years advising customers from all over the world on the wonders of our national drink. Recently, his first book was published. Dubbed Gin Galore, it explores Scotland's best gins and the stories behind those that make them.

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