Sainsbury’s is set to mark World Meat Free week with a plant-based pop-up butchers in London.
Creating a destination for plant-based shoppers
Sainsbury’s is set to launch a pop-up plant-based butcher in London to celebrate World Meat Free week.
The pop-up will run from 21- 23rd June on Bethnal Green Road, London and will showcase 20 products from Sainsbury’s private label plant-based range.
An in-store butcher will be on hand to offer recipes and advice, helping to create a one-stop-shop for plant-based shoppers in London.
According to IGD Shopper Vista research, 1 in 6 shoppers British shoppers claim to be or are interested in following a vegan diet.
Sainsbury’s has been focused on catering for this demand with ongoing range innovation, expanding its vegan range earlier this year to cater for Veganuary shoppers.
In January, the retailer reported an 82% increase in customers searching for vegan products online, and 65% growth in plant-based sales year-on-year.
The move follows Sainsbury’s trial of an in-store meat-alternative section across 20 stores within its estate.
Sainsbury's buyer, James Hamilton, commented on the news, "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."
Want to know more?
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Retail Analysis subscribers can read and download our ‘Veganuary UK 2019’ report here.
IGD Sainsbury's Trade Briefing 2019
27 June, London
Hear from Group CEO, Mike Coupe and the Sainsbury's and Sainsbury's Argos leadership teams, who will provide a business and commercial update on ‘Destination Sainsbury’s’.
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