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.
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.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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