Sainsbury's is trialling a new meat-free section within its meat and fish aisles, to 'offer customers broader choice'.
The trial, running in 20 branches nationwide until January 27th, follows Sainsbury's move to stock mince and patties from Scandinavian brand Naturli in its meat aisle back in July 2018. The new campaign will see 26 meat-alternative products including Sainsbury's Love Your Veg! cocktail sausages and burgers, Vivera Veggie Fish Burgers and Fry's Vegan Smoked Hot Dogs.
"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," explains Rosie Bambaji, plant-based buyer at Sainsbury's.
"We hope that this trial will make our customers' shopping experience even more seamless, and we're looking forward to hearing their feedback."
For vegans and vegetarians not keen to visit the meat aisles, the remainder of Sainsbury's plant-based range will stay where it is.