is now selling vegan and vegetarian versions of meat next to real meat products.

So if you’re looking for meat-free alternative products, you no longer have to go hunting in obscure aisles – they will be there right alongside the steaks, sausages and burgers.

The idea is that the move will make finding meat-free options more accessible, and will cater to the growing number of people who have chosen to reduce their meat consumption in their diets.

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

The concept has begun in 20 of the stores, with the idea of expanding if it proves successful.

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What it means is that the 26 meat-free products will not be displayed in a separate vegetarian and vegan section, but within the meat, fish and poultry aisles.

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Sainsbury’s already sells a growing range of meat-free alternative products, including mushroom based “shroomdogs” and jackfruit burgers.

The move comes after Aldi was criticised for selling a ‘flexitarian’ burger, which is made from a combination of meat and beans, and it is the latest move in Supermarkets’ attempts to keep up with changing trends in diet and lifestyle.

Sainsbury’s says that it has seen an 82% rise in customers searching for vegan products online since last year, and a 65% boost in sales of meat-free, plant-based products since 2018.

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