Sainsbury’s in UK set to offer fake meat

Sainsbury’s, a leading retailer in the United Kingdom (UK), is set to begin offering “fake” meat in the refrigerated aisle alongside traditional meat products beginning June 27. The move is an attempt to appeal to the UK’s growing vegan and “flexitarian” market—those who want reduce their meat consumption but still enjoy it occasionally. The “minced” burger product from Danish firm Naturli’ Foods, is made from soy, wheat, coconuts, almonds, tomatoes and porcini mushrooms. Like other meat alternatives, such as Beyond Burger and Impossible Burger products, the Naturli’s burger “bleeds” with the help of beets, which give the burger a reddish color. The move to sell plant-based products in the same section as real meat marks a landmark new approach in the UK where supermarkets have traditionally sold vegan and vegetarian products in separate, dedicated sections. — WLJ