Sainsbury's Launches 21 New Meat-Free Products

The release includes a number of plant based meats and ready meals

UK retail giant Sainsbury's has launched 21 new vegan and vegetarian products today - including a number of plant-based meat substitutes.

Expanding range

This move is just part of the brand's ongoing effort to expand its plant-based selection.

Meat-Free Product Development Manager Rachel Mathews said: "We have a dedicated team here at Sainsbury’s working on how we diversify our range of vegetarian and vegan products, across many different supermarket aisles – from exclusive chilled products through to Love Veg! ready meals and even quick options for on the go."

Today's launch includes products from Tofurkey,  Linda McCartney, and Vivera - as well as seven own-brand meat-free ready meals.

Naturali' products are designed to closely resemble real meat


Also among the 21 new products are Scandinavia's Naturli' brand mince and burgers, which Sainsbury's says are 'designed to look and taste like meat' with the addition of beetroot to provide an 'authentic redness' when cooked.   

The retailer will follow the model set by Beyond Meat in the US market by selling Naturali' products in the meat section - alongside animal products.


In the case of Beyond Meat, the product placement is aimed at appealing to the masses - rather than just a 'niche' vegan market - and it appears the same can be said for Sainsbury's.

Mathews said: "There are already over 22 million flexitarians in the UK and we're seeing more and more of our customers making plant-based foods a key part of their diet."

Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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PBN Contributor:

Emily Court is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court or on Twitter @_EmilyJCourt_.

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