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Vegan shrimp and smoked salmon will be launching in Sainsbury’s stores in January next year.
The products are made by US-based vegan ‘gourmet seafood’ company Sophie’s Kitchen.
The brand made a social media post, saying: “Are you ready to seafood differently?
“If you haven’t heard of us yet then get ready – we’re bringing our 100 percent fish-free gourmet seafood to the shores of the UK.?????????
“Vegan Shrimp and Vegan Smoked Salmon… we know this might sound too good to be true, but we promise, there’s nothing fishy about it!” ?
According to the California-based company, it is ‘on a mission to make plant-based seafood accessible and delicious to everyone’.
The company adds: “We believe the better plant-based foods taste, the more people will choose to prepare healthy meals for themselves, their family and their community.”
Sophie’s Kitchen CEO and founder Eugene Wang has also spoken about the need for sustainable foods, saying: “People understand that by 2050 there will be nine billion people on this planet and animal protein is not going to be sustainable, so consumers are rushing to alternative proteins.”
The vegan seafood products are the lastest in a slew of plant-based products to hit Sainsbury’s shelves.
Additions in 2018 include plant-based mince and burgers made by Naturli’ Foods – and sold in the meat aisle – alongside the retail giant’s own Love Your Veg! line.
According to the supermarket, these products are striking a chord with its customers, with James Hamilton, Plant-Based Buyer at Sainsbury’s, saying: “We are seeing an increasing interest from our customers in plant-based foods, with sales of our current meat-free range growing 20 percent each week.”