Sainsbury’s has launching a new butchers – but instead of the traditional array of animal meat, this counter is full of the best plant-based alternatives.

While Tesco has been forced to close its meat counters due to low demand, Sainsbury’s is adapting to take advantage of the rise of veganism by opening a new Meat-Free Butchers.

The popup at the store in Bethnal Green, London, appears as if a normal meat butchers, but closer inspection reveals the best plant-based alternatives out there.

It stocks mince made from pea protein and Sainsbury’s’ flagship ‘Shroomdog’ sausages – made from mushrooms.

Other plant-based protein options include Sweet & Smoky BBQ Pulled Jackfruit, Cumberland Shroomdogs, Veggie Ribz and Moroccon Vegbabs, to name a few.

• Read: Tesco has closed meat and fish counters across the UK due to ‘low customer demand’

Goods will be weighed and wrapped in traditional butchers style and sold at a discounted price, while free tasters will be handed out for curious vegans and meat-eaters alike.

Sainsbury’s has led the way is responding to a spike in veganism, and the supermarket has seen a 24% increase in searches for vegan products on its website and a 65% increase in plant-based sales year-on-year.

The popup of the Meat Free Butchers coincides with Meat Free Week on 21-32 June at Sainsbury’s on Bethnal Green Road, London.

Social media users tweeted their excitement at the launch of the butchers, and hoped the supermarket will open more around the country.

‘Huge climb in sales’

Buyer for Sainsburys, James Hamilton said in a statement: “Whilst we’re seeing a huge climb in sales of our plant-based foods, we know from conversations with customers that there is a sense of trepidation about cooking with them.

“So, our Meat-Free Butchers has been launched to encourage people to get up close to the products, try what they like and take home some valuable cooking advice and recipe inspiration.

“We have carefully selected the products on offer from the growing range of over 100 plant-based products now available at Sainsbury’s, so customers are in for a real meat-free treat when visiting the butchers!”

• Read: Malicious meat eaters plot to swap supermarket packaging to trick vegans into eating meat

Would you use a vegan butchers? Share your thoughts in the comments below!

Oli Gross

Oli’s career and personal ethical values both help shape his reporting of the diverse world of veganism. His background is in local newspaper and magazine journalism, and his work has included reporting court cases, celebrity interviews, business analysis, food and drink features and government legislation.

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