Sainsbury's Celebrates World Meat Free Week With Plant-Based Pop-Up Butchers

'Our Meat-Free Butchers has been launched to encourage people to get up close to the products, try what they like and take home some valuable cooking advice'
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'From my head tomatoes' (Photos: Sainsbury's)

Supermarket giant, Sainsbury's will celebrate World Meat Free Week by launching a plant-based pop-up butchers in London this summer.

From June 21-23, the meatless butchers, located on Bethnal Green Road, will offer more than 20 plant-based products, including the store's popular vegan Shroomdogs.

'A real meat-free treat'

According to Vegan Food & Living, James Hamilton, a buyer for the supermarket, said: "Whilst we're seeing a huge climb in sales of our plant-based foods, we know from conversations with customers that there is a sense of trepidation about cooking with them. So, our Meat-Free Butchers has been launched to encourage people to get up close to the products, try what they like and take home some valuable cooking advice and recipe inspiration.

"We have carefully selected the products on offer from the growing range of over 100 plant-based products now available at Sainsbury's, so customers are in for a real meat-free treat when visiting the butchers!"

Vegan demand

Last year, Sainsbury's expanded its vegan and veggie range by 35 percent and revealed the sales of its meat-free range had skyrocketed by 20 percent each week.

"With over 66 million mentions of #vegan on Instagram, and an 82 percent increase in Sainsbury's customers searching for vegan products online, flexitarian and plant-based diets continue to prove their popularity across the country and Sainsbury’s latest collection of meat-free meals means there are more products than ever to experiment with," a statement from Sainsbury's stated.