Farming News - Sainsbury’s to trial vegan products in meat aisles

Sainsbury’s to trial vegan products in meat aisles

31 Jan 2019
Frontdesk / Livestock

has begun in 20 of the chains 1,423 stores, with the idea of expanding if it proves successful. 

Currently, there are 26 meat alternatives that are making the move to the  meat aisle. 

The supermarket chain said the move follows an 82 per cent increase in its customers searching for vegan products online, and a 65 per cent boost in sales of meat-free, plant-based products in 2018.

As a result, it plans to cater to the ever increasing number of people who have chosen to reduce their meat consumption, by placing vegan and vegetarian alternatives alongside animal products.

Shoppers will be able to select vegan products in the meat aisle rather than going to different areas of the supermarket for their specialist produce.  

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.  

James Hamilton, another plant-based buyer for the supermarket, added that the trial was a reaction to falling meat consumption across the whole supermarket industry.

He said : "We were looking at as a business the challenge we face in the future, if we sell less and less meat what do you backfill it with. 

"So we are supplementing our ranges with alternative proteins and plant based ranges. 

"We are interested to see what happens"

The trial has begun in 20 of Sainsbury's 1,423 stores, with the idea of expanding if it proves successful There are 26 meat alternatives that will be on sale in the meat aisle.