UK Supermarket Is Changing the Game By Stocking New Plant-Based Meats in the Meat Aisle

The future of food is rapidly changing, being led by the ever-growing plant-based movement. Meat alternatives have advanced so far that it is often a challenge to differentiate between them and traditional meat. The Beyond Burger, the super popular plant-based meat patty that “bleeds”, was met with widespread success when displayed in the meat sections of supermarkets in the U.S., and now the UK grocery chain, Sainsbury’s is taking the cue and stocking 21 meat alternatives in their meat aisles in 400 stores!

Of these meat alternative products are classics like the Tofurky Italian Sausage, as well as some new products like Sainsbury’s Love Your Veg! Sweet Potato Katsu Curry and Mac ‘n’ Jack (mac ‘n’ cheese with jackfruit), Vivera’s Pulled Veggie and Fish Burger, and Naturli’s patties and mince (which looks so much like actual ground meat).

Rachael Matthews, meat-free product development manager at Sainsbury’s, stated to the Daily Mail, “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 … 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.”

Considering 39 percent of consumers in Europe opt for plant-based products, displaying meat alternatives next to real meat is a smart marketing tactic, as it provides a convenient side-by-side comparison for consumers to pick from, including consumers who may not typically seek out plant-based meats while grocery shopping. We hope this rising trend in meat alternatives is a sign of even more good things in the future food space.

Want to learn how your food choices have a direct impact on not only your personal health but the health and survival of the entire world? Then be sure to check out the Eat for the Planet book!

Image Source: naturli/Instagram