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The Meat-Free Butcher, in Bethnal Green, will be open from June 21-23. It will offer a range of cuts and joints derived from 100 percent plant-based alternatives, made from ingredients like mushroom, jackfruit, and pea protein.
Sainsbury’s is opening the store after seeing sales of its vegan products increase by 65 percent year-on-year – with sales having doubled in the last year compared to the previous year.
Trying vegan products
The store will operate like a traditional Butcher’s, with Sainsbury’s saying customers can ‘choose from over a dozen high-quality fresh foods, before the best boneless bites are weighed, wrapped and put into customers’ own bags and containers to take home’.
As well as selling products, the store will be offering a range of free tasters, and the in-store butcher will be specially trained for plant-based cooking, sharing recipe advice and tips.
“Whilst we’re seeing a huge climb in sales of our plant-based foods, we know from conversations with customers that there is a sense of trepidation about cooking with them,” Buyer for Sainsbury’s, James Hamilton, said in a statement sent to Plant Based News.
“So, our Meat-Free Butchers has been launched to encourage people to get up close to the products, try what they like and take home some valuable cooking advice and recipe inspiration.
“We have carefully selected the products on offer from the growing range of over 100 plant-based products now available at Sainsbury’s, so customers are in for a real meat-free treat when visiting the butchers.”
The Meat-Free Butchers is at 146 Bethnal Green Rd, London E2 6DG. It is open from June 21-23, from 11am – 8pm on Friday, and 10am – 8pm on Saturday and Sunday.