It’s estimated that over 500,000 British people are taking part in Veganuary this year, and 22million cutting down on meat in general, so Asda has jumped on the bandwagon too by launching a vegan butcher counter, offering meat alternatives.
The Veelicious counter, which is situated at the Watford branch of Asda, is serving the likes of facon, bean burgers, meat-free meatballs, steakless bakes and vegan chicken nuggets.
Preyash Thakrar, Asda’s Chief Strategy Officer, comments: “The demand for vegan products is on the rise and we have seen a surge in people seeking out ways to easily enjoy a plant-based lifestyle. We recognised the importance of helping our customers with their Veganuary journey, which includes partnering with Kbox to trial Veelicious in our Watford store.
“Across our product range we offer many options for vegans and flexitarians, such as meat-free alternatives and vegan cheeses, ensuring that our customers don’t have to compromise on quality, taste or value when following a plant-based lifestyle. Veelicious will be a ‘test and learn’ trial to help us understand what resonates with customers to enable us to enhance our plant-based proposition.”
Salima Vellani, founder and CEO of Kbox Global, said: “Our partnership with Asda to launch the UK’s first vegan butcher is an exciting joint venture that recognises growing demand for plant-based brands, from meat eaters and vegans alike.
“Veganism is now a mainstream, healthy and environmentally sustainable way for anyone to eat. We are pleased to be working with one of the country’s leading supermarkets to give consumers more of what they are asking for.”
Here's hoping more vegan butcher counters will pop up in other Asda stores.
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