Sainsbury's Launches 'Next Generation' Plant Based Range

The retail giant wants to tap into the growing meat-free market
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The supermarket's new line is now available in stores (Photo: Sainsbury's)

The supermarket's new line is now available in stores (Photo: Sainsbury's)

Retail giant Sainsbury's has launched what it describes as a 'next generation plant-based' range - available in more than 500 of its stores.

According to the supermarket, it wants to tap into the growing flexitarian market with its new veg-heavy line.

A spokesperson said: "According to research, 91 percent of the nation is adopting a flexitarian approach to eating, with more than a third of evening meals now containing no meat at all.

"This January sees the launch of seven exciting new plant-based products from Sainsbury’s, providing innovative solutions for meat-free mealtimes."


The range features what the supermarket describes as a 'UK first' - its Sweet & Smokey BBQ Pulled Jackfruit.

A spokesperson for the supermarket says: "Hailed as a Google Trend rising star in 2016 and a firm favourite of Street Food kings; the likes of Dishoom, Spice Box and Club Mexicana all champion pulled jackfruit as a delicious vegan choice. 

"The unusual, but versatile, fruit tastes like a cross between a pineapple and a pear and its ability to imitate pulled pork is extraordinary."

Additional options include mushroom mince, cauliflower steaks, and cauli burgers.


Georgina Lunn, Product Developer for Fresh Produce, said: "With over a quarter of meat-eating Brits actively reducing their meat consumption, there is a clear appetite for exciting and new ways to introduce more vegetables into our lives. 

"Sainsbury’s new range of plant-based products provide innovative, inspirational solutions for everyday meals – from our supermarket-first pulled Jackfruit, to the super-satisfying ‘Shroomdogs’, we’re really proud to be offering a wide choice of flavours and can’t wait to hear how our customers are using them."

The new range is available in store now in the vegetable aisle and online.