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Retail giant Sainsbury’s has added a new vegan product to its ‘grab-and-go’ line-up of wraps – spicy vegan jackfruit.

The team’s social media announcement said: “The Sainsbury’s team has a new member. Meet Jack Fruit. He’s a pretty big deal. He looks like pulled pork, he tastes like pulled pork. But he’s vegan. Find him in store today.”

According to a Sainsbury’s spokesperson, the item has launched in stores already. Unfortunately it is not part of the retailer’s ‘meal deal’.

Meat-free

The wrap is part of the supermarket’s bid to tap into the growing flexitarian market. It is just one of the plant-based products launched so far this year.

Back in January, Sainsbury’s released what it described as a ‘next generation’ vegan range, including Sweet & Smokey BBQ Pulled Jackfruit, mushroom mince, cauliflower steaks, and cauli burgers.

Georgina Lunn, Product Developer for Fresh Produce, said: “With over a quarter of meat-eating Brits actively reducing their meat consumption, there is a clear appetite for exciting and new ways to introduce more vegetables into our lives.

“Sainsbury’s new range of plant-based products provide innovative, inspirational solutions for everyday meals.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.