The supermarket’s new vegan range, which is going on sale later this month, includes burgers with lookalike blood made from beetroot juice.
It is aimed not just at the UK’s 3.5 million vegans, but also the 22 million so-called flexitarians who want to reduce their meat consumption but still enjoy it occasionally.
The plan to sell plant-based products in the same section as real meat marks a landmark new approach. UK supermarkets have traditionally always sold vegan and vegetarian products such as Quorn in separate, dedicated sections.
But in the US, Beyond Meat’s highly successful plant-based products are regularly sold alongside meat, as was the firm’s vision.
Sainsbury’s said its new products will be made by Danish firm Naturli’ Foods, which has been a leader in the vegan food market since its launch in 1988.
Henrik Lund, the chief executive officer of Naturli’ Foods, told the Guardian: “We’ve developed this product assuming that many people want to eat plants instead of animals, but are afraid of compromising on flavour and maybe even missing out on their favourite dishes such as lasagne or burger patties.”
Elsewhere, Tesco is reportedly set to start selling frozen Beyond Burger patties this August, while Waitrose recently increased its vegan range by 60 per cent.
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Lomedin: I guess they were roasting her for having a baby? Hahaha
Dec 17, 2018 16:10:29 GMT
Vegan: Yep. Apparently she used to be antinatilist.
Dec 17, 2018 17:49:49 GMT
Lomedin: Really??? Wow, talk about devolution.
Dec 24, 2018 17:07:58 GMT
discord: What happened to this forum? It used to be a lot more lively :<
Feb 8, 2019 17:47:42 GMT
Lomedin: You left.... =P
Feb 11, 2019 18:49:49 GMT
cybernaut: Well, it can be a little hard for me to come here sometimes because of how negative things can get here. I realize there's much to be negative about, but it's still hard for me all the same.
Feb 12, 2019 7:48:33 GMT
Lomedin: You can thank me with Bitcoin
Feb 15, 2019 13:00:43 GMT
Vegan: Which negative things you referring to?
Feb 17, 2019 0:00:29 GMT