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Sainsbury’s is set to be redesigned in an attempt to encourage shoppers to eat less meat, reported The Guardian.

The supermarket giant is teaming up with Oxford University scientists who say that reducing animal product consumption would improve people’s health and combat climate change.

Proposals include: giving vouchers and loyalty points to shoppers who buy vegan and vegetarian products; placing vegan and vegetarian products on the same shelves as meat; and providing leaflets with recipes and information about how shoppers can eat less meat.

It follows the example of Sainsbury’s new vegan cheese range, which surpassed expected sales by 300% recently.

The project will begin next week and is funded as part of Our Planet, Our Health, a £5 million Wellcome Trust Initiative.

Marco Springmann, who leads the Oxford scientists who are collaborating with Sainsbury’s said: “the food system is responsible for more than a quarter of all greenhouse gas emissions, and therefore a major driver of climate change.”

In fact, animal agriculture is the leading cause of climate change according to the UN.

This increased awareness could at least partly explain why the number of vegans in the UK has increased by 360% in the last decade, while vegan food sales have increased by 1500% in the last year.

Klaus Mitchell

Founder and Director at Plant Based News.