UK supermarket giant Sainsbury’s has revealed it will open a “pop-up” vegan butchers in London to celebrate World Meat Free Week, between 21st and 23rd June. Meat Free Week is a global initiative which puts a “spotlight on the importance of reducing our meat intake for the sake of our planet by encouraging people to make at least one meal meat free.”
The counter will be introduced at the Bethnal Green Road location and will offer a variety of plant-based meats, along with an in-store “butcher” who will be on hand to demonstrate how to exchange meat for plant-based alternatives in a range of recipes.
Sainsbury’s has been steadily increasing its vegan offerings over recent months, and last month published a report on the future of food, in which it discusses how clean meat and plant proteins will be prevalent in the next century. The supermarket will be offering a variety of vegan products including its own brand jackfruit products, Shroomdogs, and Meatless Farm mince, all of which customers will be able to sample for free.
James Hamilton, buyer for Sainsburys, said to Vegan Food & Living: “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.
“We have carefully selected the products on offer from the growing range of over 100 plant-based products now available at Sainsbury’s, so customers are in for a real meat-free treat when visiting the butchers!”