It was announced today by The Guardian that retail giant Salisbury’s is launching a new vegan meat range as a trial in 400 stores across the UK.
Like the Beyond Burger in America, the new products will be sold alongside animal meat in the chilled section, when it launches next on 27th June.
As more people are opting to reduce their meat consumption and move towards a more plant based diet the supermarket chain is looking to capitalise on this growing market.
Not only trying to appeal to the growing number of Vegans in the UK but the estimated 22 Million ‘Flexitarians’ who still enjoy meat but are looking at cutting down.
The meat free burgers and mince in their Vegan meat range is from Danish company Naturli’ Foods, who have been a leading producer of plant based foods since 1988, say they have been struggling to meet demand.
Henrik Lund, Chief Executive Officer of Naturli Foods, told The Guardian: “Our goal is to contribute to restore the balance between nature and man. We’ve developed this product assuming that many people want to eat plants instead of animals, but are afraid of compromising on flavour and maybe even missing out on their favourite dishes such as lasagne or burger patties.”
This selling tactic has worked well for the US based Beyond Meat company,CEO and Founder Ethan Brown told Plant Based News that the patty is outselling beef in some stores.
Vegan groups on Facebook have mixed views on whether this is a good thing, promoting vegan food as main stream while others are repulsed by the idea of the ‘Fake meat’ being near ‘animal meat’.
Some saying it might be confusing for some and they might pick up the ‘animal meat’ instead of the ‘fake meat’
While we thing having plant based products, fake meat or vegan meat range in the main stream aisles is a good thing, making it more accessible to omnivores we can see why some vegans would not want to venture down the meat aisle