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UK retail
giant Sainsbury’s has launched 21 new vegan and vegetarian products today – including a number
of plant-based meat substitutes.

Expanding range

This move
is just part of the brand’s ongoing effort to expand its plant-based
selection.

Meat-Free
Product Development Manager Rachel Mathews said: “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.”

Today’s
launch includes products from Tofurkey, 
Linda McCartney, and Vivera – as well as seven own-brand meat-free ready meals.

Naturali’

Also among the
21 new products are Scandinavia’s Naturli’ brand mince and burgers, which
Sainsbury’s says are ‘designed to look and taste like meat’ with the addition of beetroot to provide an ‘authentic redness’ when cooked.

The
retailer will follow the model set by Beyond Meat in the US market by selling
Naturali’ products in the meat section
– alongside animal products.

Flexitarians

In the case
of Beyond Meat, the product placement is aimed at appealing to the masses –
rather than just a ‘niche’ vegan market – and it appears the same can be said
for Sainsbury’s.

Mathews
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.”

Emily Court

Emily Court is a writer and content creator published in Plant Based News, Raise Vegan, Living Vegan and The Financial Diet. A self-described "recovering vegan hothead," she is now a pragmatic member of Vancouver's vibrant and growing plant-powered community. Hailing from Halifax, Nova Scotia, she holds a BA in Spanish and certificate in Intercultural Communication from Dalhousie University, where her thesis focused on topics of cultural and gender-based discrimination. She aims to apply a privilege-conscious...