SAINSBURY’S in Wilmslow is one of only 20 Sainsbury’s stores across the UK taking part in the trial of a meat-alternative section in its meat, fish and poultry aisles.

The range of 26 meat-alternative products that will sit within the meat aisle include a selection of vegetarian and vegan burgers, sausages and meat-free mince, including Sainsbury’s Love Veg! Vegan Chorizo Shroomdogs, and Sainsbury’s Love Veg! Jackfruit Quarter Pounders.

Plant-based products, such as vegetarian and vegan burgers, steaks, mince, and sausages will be available to buy alongside other meat, fish, and poultry products in-store.

A Sainsbury’s spokesman said: “The change will be the first time a UK supermarket has positioned a range of meat-alternatives directly alongside meat options in store.

“With 91 per cent of Brits now adopting a ‘flexitarian’ diet, the decision by Sainsbury’s will now offer customers broader choice when browsing in the meat aisle by including a range of tasty and nutritious meat-free alternatives.

“The move aims to cater to customers’ changing lifestyles and eating habits, namely those who enjoy meat, but are looking to switch to a more plant-based diet.

“Sainsbury’s has seen an 82 per cent increase in customers searching for vegan products online, and a 65 per cent increase in sales of plant-based products year-on-year, as customers increasingly consider a vegan, vegetarian or flexitarian lifestyle.

“The trial follows the success of Sainsbury’s meatless mince trial last October, which saw Danish brand, Naturli’ Mince located next to a meat equivalent.

Rosie Bambaji, plant-based buyer at Sainsbury’s, said: “We’re seeing increasing demand for plant-based products, and with the unstoppable rise of ‘flexitarianism’ in the UK, we are exploring further ways to make popular meat-free options more accessible.

“We hope this trial will make our customer’s shopping experience even more seamless, and we’re looking forward to hearing their feedback.”

The 26 meat alternatives will move from their regular meat-free location in the ready meals aisle, to the new section within meat, fish, and poultry during the trial period.

Customers will still be able to shop the rest of Sainsbury’s plant-based range in its usual aisle.