UK’s second largest supermarket, Asda has announced that it is replacing all its meat and fish sections with ready-to-eat food counters serving vegan fare among other items.

Following a spate of trialing alternatives over the past year, Asda is set to transform its meat counters into “Food for Now” areas that will sell ready-to-eat items from several brands, including Sushi Daily and Subway, both of which offer plant-based options.

While the trial included 13 stores, the change will affect 150 stores by the end of the year.

Speaking to Manchester Evening News, Elizabeth Ruddiman, senior manager of Food for Now, said: “The success of our counters trials last year shows there is a demand for an offer which is better aligned with our customers’ lifestyles.

“The popularity of our sushi concessions and international cuisine, along with ‘Food for Now’ options shows there has been a shift in customer behavior and there is a need to provide a greater choice in our stores.”

The trail also included a food court-style dining experience in one of the chain’s Edinburgh branches and Asda is looking forward to implement more innovative ideas and strike better partnership deals to become more customer centric.

 “We will be trialling a number of exciting options, which will see Asda partner with new and innovative brands, as well as popular favourites, to provide a better experience for our customers,” continued Ruddiman.

“Asda has a long history of innovation and trials aimed at providing increased customer choice and we want to use this as an opportunity to better meet customers’ needs at a local level.”

Asda’s decision follows Tesco, which closed hundreds of its meat and deli counters in several locations across Cornwall, Burton, Devon, North Wales, and Kent last year,

Tesco also launched a massive new vegan section including an affordable plant-based range available across Tesco’s 450 stores.

Vegan Asda

Vegan supplies at Asda have been on the rise ever since it introduced dedicated vegan sections across its stores last July.

Earlier this month, it introduced its own-label range of 48 vegan products in time for Veganuary, followed by a limited time vegan rainbow pizza.

“There has never been more demand for plant-based products across every shopping category, so we are pleased we can offer lots of variety and give our customers more plant-based options to enjoy in 2020,” said Asda’s Buying Manager Guy Dobson.

Last October, the UK supermarket chain also announced reusable and refillable packaging trials in a bid to reduce its environmental impact.

•  Read: Asda launches plant-based ‘food coating’ to cut plastic and food waste

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