The UK supermarket’s first vegan butcher counter will be stocked with a range of meat-free alternatives including ‘facon’, bean burgers, and meat-free meatballs.

Asda has announced it is trialling a new vegan butcher counter called Veelicious – the first of its kind in a UK supermarket.

The move comes after it became the first retailer to feature an ambient vegan aisle this past September, which already features more than 100 plant-based products.

Asda is hosting the counter in its Watford branch for a six-month trial, for which it has teamed up with vegan concept creator Kbox Global.

Veelicious, which launched yesterday, will serve a range of meat-free alternatives from ‘facon’, bean burgers, to mock lamb and vegan ‘black pudding’, as well as meat-free meatballs, vegan cheeses, ready-to-eat meal kits, and vegan staples such as chutneys and base cooking sauces.

The price range starts at 75p, in line with the grocery chain’s mission to help you save money and live better.

Rising demand for vegan products

“The demand for vegan products is on the rise and we have seen a surge in people seeking out ways to easily enjoy a plant-based lifestyle,” Asda’s chief strategy officer, Preyash Thakrar, said.

“Across our product range we offer many options for vegans and flexitarians, such as meat-free alternatives and vegan cheeses, ensuring that our customers don’t have to compromise on quality, taste or value when following a plant-based lifestyle.”

He added: “Veelicious will be a “test and learn” trial to help us understand what resonates with customers to enable us to enhance our plant-based proposition.’

‘Exciting joint venture’

Salima Vellani, founder and CEO of vegan concept creator Kbox Global, added: “Our partnership with Asda to launch the UK’s first vegan butcher is an exciting joint venture that recognises growing demand for plant-based brands, from meat eaters and vegans alike.

“Veganism is now a mainstream, healthy and environmentally sustainable way for anyone to eat. We are pleased to be working with one of the country’s leading supermarkets to give consumers more of what they are asking for.”

Vegan Asda

Apart from launching the vegan butcher counter, Asda has also expanded its plant-based range with 22 new meat-free alternatives, this Veganuary.

The retailer in its effort to cater to the growing demand for plant-based options revealed that searches for the term ‘vegan’ on its website rose 175% year on year in 2020.

New products joining the range today include chilled and frozen options such as Asda vegan bacon, roast chicken pieces, and soy mince as well as ready meals, and baking kits.

Other options added are Hoisin Duckless Wrap, Steakless Bakes, Meat Free Sausage Rolls, South Indian Style Curry, and Berry and Coconut Breakfast Muffin Mix.

Prices for the new range start from £1.50 and all products are available in stores and online to buy and pre-order starting today.

• Read: Europe’s largest vegan meat factory to open in the UK

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Mohsina Dodhiya

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