Supermarket giant, Asda is to trial a fully vegan butchers counter at one of its stores with a range of plant-based meat products on offer.
Launched through a partnership with London-based vegan concept creator Kbox Global, the meat-free ‘Veelicious’ vegan butchers counter opened at the retailers Watford store and will be open for a trial period of six months.
Mimicking the style of a typical in-store butcher, Asda’s vegan butchers counter will be offering products including meat-free lamb and black pudding, facon, bean burgers, and meat-free meatballs.
Asda has also added 22 new meat-free alternatives to its plant-based range which will be available in stores this week.
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.”
