Writer and Editor | Newcastle, Australia | Contactable via: jemima@livekindly.co

UK supermarket giant Sainsbury’s launched 21 meat-free products today and veganized four existing items.

The new additions, which are available online and in-store, expand the company’s meat-free range by 10 percent. Meatless duck, burgers, chicken pieces, sausage, pulled pork, fish, maple bacon tempeh, and smoked deli slices are among the new vegetarian and vegan options. The vegan meat items were created by Tofurky, Linda McCartney, and Vivera.

Additionally, Sainsbury’s veganized four of its existing products: Spiced Cali Burger, Mix Burger, Caramelised Onion Sausages, and Cumberland Shroomdog. Also among the new offerings is home brand Chilli Non-Carne & Rice and Veggie Katsu Curry with sweet potato and sticky rice. The packaging of the Katsu Curry assures that the dish is vegan.

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Shoppers will also be able to find a home brand Mac ‘n Jack, a combination of the increasingly trendy jackfruit and the childhood classic mac ‘n cheese.

Naturli’ Foods‘ vegan “bleeding” mushroom burger and its plant-based mince were also added today. The dishes will appear alongside animal meat in the meat aisle, the first case of this occurring in the UK; in the US, the vegan Beyond Burger is stocked only in meat fridges to appeal to its target audience of omnivores. The meat-free meats do not intend to mimic conventional meat, but the company maintains that its food does not compromise on taste. In fact, Naturli’ has barely been able to keep up with demand.

Burger Cropped

Speaking about the recent additions, Rachel Matthews, the Meat-Free Product Development Manager at Sainsbury’s, said: “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 here at Sainsbury’s 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.”

She added, “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.”


Image Credit: Vivera | Sainsbury’s | Naturli’ Foods