Sainsbury’s unveils meat free butchers
Sainsbury’s is opening what it claims is the UK’s first meat free butchers counter at its Bethnal Green store in London.
Launched on 21 June during World Meat Free Week, the traditional style butchers offers customers a variety of cuts, joints and sausages made from the likes of mushrooms, jackfruit and pea protein..
The butchers will remain open for three days. Customers at the store will be able to choose from over a dozen types of foods then have their purchases weighed, wrapped and put into their own bags and containers to take home.
The move follows a 65% increase in sales of plant-based products year-on-year for Sainsbury’s. A recent Future of Food report issued by the supermarket has predicted that a quarter of all British people could be vegetarian in 2025. This compares to one in eight Britons today.
Sainsbury’s said the in-store butcher at the store has been specially trained in plant-based cooking and will give customers tips and advice.
James Hamilton, buyer for Sainsbury’s, said: “Whilst we’re seeing a huge climb in sales of our plant-based foods, we know from conversations with customers that there is a sense of trepidation about cooking with them. So, our Meat Free Butchers has been launched to encourage people to get up close to the products, try what they like and take home some valuable cooking advice and recipe inspiration.”