Sainsbury's set to launch 'affordable' new vegan meat brand in UK supermarkets

Sainsbury’s set to launch ‘affordable’ new vegan meat brand in UK supermarkets

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Sainsbury’s supermarket is launching even more meat-free products in stores with the launch of vegan mince and burger patties from start-up brand The Meatless Farm Co.

sainsbury's vegan meat brand

In a bid to target the growing demand for meat-free products from vegans and flexitarian consumers, UK supermarket Sainsbury’s is launching some brand new meat-free products.

According to the start-up firm behind the new products, The Meatless Farm Co., are competitively priced in comparison to their meaty counterparts.

The new products, which are set to launch from mid-October exclusively in Sainsbury’s, consist of fresh mince (400g) and fresh burger patties (sold in packs of two), and retail a £3.00 and £2.50 respectively.

sainsbury's vegan meat brand

“We have spent the past two years developing a product that is delicious and unique in its category,” said Morten Toft Bech, Founder of The Meatless Farm Co.

“We champion texture and taste, offering an everyday product for the UK’s 22 million flexitarians wanting to still enjoy family favourite dishes but just eat a little less meat, alongside catering for vegetarians and vegans who are looking for tasty alternatives.”

Sainsbury’s announced in June that it was launching a range of vegan-friendly meat alternatives to be sold in the chiller aisle adjacent to meat products in 400 of its larger stores.