Supermarket ASDA launches vegan butchers counter

Yvonne O'Halloran

British supermarket retailer ASDA has announced the launch of a 100% plant-based butchers counter, complete with ‘facon’, bean burgers and meat-free meatballs.

The ‘Veelicious’ counter will be available to customers shopping at the Watford branch for a six month trial period.

Perfect for those participating in Veganuary, from January 5th the counter will be regularly stocked with many plant-based meat altertatives including vegan chicken nuggets, stakeless bakes, soya based mince and veggie curries.

The move follows the success of ASDA becoming the first UK supermarket to create vegan only aisles in 359 their stores back in September, after their sales of plant-based items rose by 275%.

Preyash Thakrar, Asda’s chief strategy officer, stated: “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.”

“We recognised the importance of helping our customers with their Veganuary journey, which includes partnering with Kbox to trial Veelicious in our Watford store.”

“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.”

“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.”

Article written by Martha Moody- United Kingdom

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