Sainsbury’s claims it is set to become one of the UK’s leading vegetarian and vegan retailers, as it increases its range by 10%.
On Wednesday (June 27) 21 new plant-based products were launched by the grocer in-store and online, along with four vegan lines.
An example is Naturli’s fresh meat-free mince and burgers, which the retailer describes as ‘so realistic that they will be stocked in the chilled aisle next to their real meat counterparts – a first for UK supermarkets’.
Hailing from Scandinavia, the products are designed to look and taste like meat, with a strong umami flavour and texture and the addition of the beetroot, meaning they retain an authentic ‘redness’ when cooked.
Also new is an expanded Love Veg! range, comprising seven new vegetarian and vegan ready meals including Mac ‘n Jack, (macaroni cheese with jackfruit), Chilli Non-Carne & Rice and Veggie Katsu Curry with sweet potato and sticky rice.
Rachael Matthews, meat-free product development manager at Sainsbury’s, commented: “There are already over 22 million flexitarians in the UK and we’re seeing more and more of our customers making plant-based foods a key part of their diet.
“We have a dedicated team working on how we diversify our range of vegetarian and vegan products, across many different supermarket aisles – from exclusive chilled products through to Love Veg! ready meals and even quick options for on the go.
“Breadth of choice is extremely important to us and our customers and we want to provide the same variety for meat lovers and plant lovers alike.”