Sainsbury’s is trialling a new meat-alternative section within its meat, fish, and poultry aisles across 20 stores nationwide, following the launch of its new plant-based range.
The change is believed to mark the first time a UK supermarket has positioned a range of meat-alternatives directly alongside meat options in store.
The decision by Sainsbury’s aims to offer customers a different choice when browsing in the meat aisle by allowing them to consider a range of meat-free alternatives.
The range of 26 meat-alternative products that will sit within the new section includes a selection of vegetarian and vegan burgers, sausages, meat-free mince and more.
Sainsbury’s has said the move aims to cater to customers’ changing lifestyles and eating habits, namely offering options those who enjoy meat, but are looking to switch to a more plant-based diet.
Rosie Bambaji, plant-based buyer at Sainsbury’s, said: “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 separate meat-free location within the ready meals aisle, to the new section within meat, fish, and poultry during the trial period.
The trial has already started in 20 stores in the UK.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
