Sainsbury’s will be the first UK supermarket to sell meat-alternatives next to the real deal

In an industry-leading move, Sainsbury’s has announced it will be trialling a new meat-alternative section in its meat, fish, and poultry aisle across 20 stores nationwide, following the success of its new plant-based range which launched earlier this month.

The change will be the first time a UK supermarket has positioned a range of meat-alternatives directly alongside meat options in store. With 91% of Brits now adopting a ‘flexitarian’ diet*, the decision by Sainsbury’s will now offer customers broader choice when browsing in the meat aisle by including a range of tasty and nutritious meat-free alternatives. 

The range of 26 meat-alternative products that will sit within the new section include a tempting selection of vegetarian and vegan burgers, sausages, meat-free mince and more, including the likes of Sainsbury’s Love Veg! Vegan Chorizo Shroomdogs, juicy Sainsbury’s Love Veg! Jackfruit Quarter Pounders, Vivera Veggie Fish Burgers, and Fry’s Vegan Smoked Hot Dogs. 

The move aims to cater to customers’ changing lifestyles and eating habits, namely those who enjoy meat, but are looking to switch to a more plant-based diet. Sainsbury’s has seen an 82% increase in customers searching for vegan products online, and a 65% increase in sales of plant-based products year-on-year, as customers increasingly consider a vegan, vegetarian or flexitarian lifestyle. The trial follows the success of Sainsbury’s revolutionary meatless mince trial last October, which saw Danish brand, Naturli Mince located next to a meat equivalent. 

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. We hope that this trial will make our customer’s shopping experience even more seamless, and we’re looking forward to hearing their feedback.”

The 26 meat alternatives will move from their regular meat-free location within the ready meals aisle, to the new section within meat, fish, and poultry during the trial period. Customers will still be able to shop the rest of Sainsbury’s plant-based range in its usual aisle. The trial will run in 20 stores in the UK from the 27th January. 

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