Sainsbury’s to sell fake vegan meat next to real meat and it could confuse shoppers
The supermarket is launching its own-brand vegan-friendly meat alternatives and will trial stocking stocking them in the meat aisles
SAINSBURY'S is going to start stocking vegan food next to actual meat in an attempt to cash in on carnivores.
The supermarket is launching its own line of vegan food which it promises will "bleed" when you cut into it.
Sainsbury's is keeping tight-lipped on the finer details of its new vegan range, but according to the supermarket is hoping that non-vegans will be tempted by them too.
Normally veggie and vegan foods are stocked together in dedicated aisles, meaning meat-eaters don't tend to buy these products, even if they don't mind eating them.
There's a rising trend of people cutting down on meat in a part-time vegetarian diet, or also dubbed "flexitarian".
The range is set to land in shops at the end of the month, but will be trialled on meat shelves in 400 stores.
It will be the first UK supermarket to put both of these types of foods on the same shelves.
The plant-based burgers and mince will be made by the Danish manufacturer Naturli Foods.
They're not actually designed to taste like beef, and they're made from almonds, tomatoes and porcini mushrooms.
They're also made with beetroot which makes it look like it has a meat juice.
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 lasagna or burger patties."
Sainsbury's didn't wish to comment but did say you can expect to see the products in stores later this month.
But the retailer, along with Tesco, faces a food contamination scandal after meat traces were allegedly found in veggie and vegan meals.
The Food Standards Agency has launched an investigation after lab tests reportedly showed pork in Sainsbury's "meat-free" meatballs.
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KFC is cooking up meat free "chicken" to serve in the UK as more Brits opt for veggie diets.
The Bargain Bucket chain is planning to roll out its new vegetarian range in British restaurants in 2019 — after trials as early as this year.
It comes after rivals McDonald's announced last October it was trialling a vegan burger in Finland.
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