Meat Alternative Available on the Meat Counter at Sainsbury’s Supermarkets

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The British supermarket chain Sainsbury’s has recognized the growing demand for vegan food, and is expanding its range. In addition to vegan cheese and wraps, the company is now also offering vegan alternatives at its meat counter.

The vegan range will be introduced in 400 Sainsbury’s stores. The vegan burgers and minced vegan meat will come from the Danish producer Naturli’ Foods, and will be the first plant-based products of their kind to be sold directly next to animal meat. The brand uses porcini mushrooms, almonds and tomatoes in its recipes, as well as beetroot juice to mimic the colour and bloody juice of meat.

At the beginning of the year, Sainsbury’s created a line of plant-based products which it called “Next Generation”. Georgina Lunn, product developer at the time, said: “With over a quarter of the meat-eating British actively reducing their meat consumption, there is a clear appetite for new and exciting foods that bring more vegetables into our lives. Sainsbury’s sees potential in plant-based products, and sales confirm this assumption.”

James Hamilton, buyer for Sainsbury’s, said: “We see increasing customer interest in plant-based food, with sales of our current meatless range increasing by 20 percent every week.”