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Sainsbury's trials selling meat alternatives next to meat

Sainsbury’s is piloting a new meat-alternative section in its meat, fish, and poultry aisle in 20 of its UK stores following the supermarket’s launch of a new plant-based range last month.

FOOD & DRINK

Sainsbury's trials selling meat alternatives next to meat

Sainsbury’s is piloting a new meat-alternative section in its meat, fish, and poultry aisle in 20 of its UK stores following the supermarket’s launch of a new plant-based range last month.

In a statement, Sainsbury’s said the change will mark the first time a UK supermarket has positioned a range of meat-alternatives directly alongside meat options in-store.

With 26 meat-alternative products placed in the new section, items include vegetarian and vegan burgers, sausages, meat-free mince and products such as 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 supermarket said it has seen an 82% rise in customers looking for vegan products online and a 65% increase in sales of plant-based products year-on-year.

The pilot follows a launch of the supermarket's meatless mince trial last October, where Danish brand Naturli Mince was positioned 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 customer’s shopping experience even more seamless, and we’re looking forward to hearing their feedback.”

 

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