A famous London butcher shop will be going vegan for a day in a bid to meet growing demand for meat-free food.
Hill & Szrok, in East London's Broadway Market, will be taken over by The Vegetarian Butcher on Monday September 30.
Products on offer will include Big Bangers (Cumberland-style sausages), What the Cluck (chicken-style chunks), and Magic Mince (beef-style mince) among others. They will cost £1 each - a 70 percent discount off the normal price.
Jaap Korteweg, a ninth-generation farmer, founded The Vegetarian Butcher when he realized he couldn't face taking animals to the slaughterhouse, but that he 'still craved the satisfying taste and texture of meat'.
His products have been praised by top foodies, including Ferran Adrià from the world-famous El Bulli restaurant in Spain, who was convinced he was eating high-quality chicken thighs from the south of France when sampling the veggie meat.
The one-day butcher takeover with these products kicks off a nationwide tour*, which will see The Vegetarian Butcher van visit British cities and encourage meat-lovers to sample plant-based options.
'Iconic London butcher'
"Many people think they should eat less meat for a variety of reasons, but they feel like they simply can't live without it. They love the taste, juiciness and texture and feel that it's the highlight of their meal," Jaap Korteweg, founder of The Vegetarian Butcher, said in a statement sent to Plant Based News.
"That's why we're taking over an iconic London butcher – because our products are so unmistakably meaty, customers don't have to miss out on anything if they take animal meat out of their diet.
"By launching our new range in supermarkets across the country, we're showing the nation that there's no need to compromise on great taste when you go flexitarian. Even food critics and Michelin-star chefs couldn't tell our plant-based chicken chunks from actual chicken!"
The Vegetarian Butcher range lands in Tesco, Waitrose and Ocado this week.
*The Vegetarian Butcher will be taking over Hill & Szrok at 60 Broadway Market (London E8 4QJ) by London Fields from 9am-6pm on Monday September 30. The Vegetarian Butcher food truck will be taking to the streets of London, Bristol, Birmingham and Manchester from mid-October.