UK supermarket giant Sainsbury’s has added a new vegan product to its ‘grab-and-go’ range – a spicy vegan jackfruit wrap.
Announcing the exciting news on social media, the company wrote: “The Sainsbury’s team has a new member. Meet Jack Fruit. He’s a pretty big deal. He looks like pulled pork. He tastes like pulled pork… But he’s vegan! Find him in store today.”
Who’s tried our NEW vegan jackfruit wrap? (Side note: who knew pulled jackfruit could taste sooo good? 😍) pic.twitter.com/jFvl3bmNtk
— Sainsbury’s (@sainsburys) May 2, 2018
The supermarket is keen to cater for the growing flexitarian market, having released a range of vegan and vegetarian products in January. The new items in their ‘plant-based’ range included mushroom mince and pulled jackfruit, the latter of which was a first for UK supermarkets.
Speaking about the decision to ramp up their meat-free offerings, Product Developer for Fresh Produce at the company, Georgina Lunn, 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.”
The tasty new wrap is available in stores now. However, it is not part of the retailer’s ‘meal deal’ unfortunately.