In news that is sure to rile up staunch believers of butchers being sellers and chopper-uppers of animal carcasses, Sainsbury's has announced a popup meatless butchers near one of its London stores.
For three days, the specially trained butchers will advise customers in the ways of plant-based cooking, flogging vegan ‘shroomdog’ sausages, BBQ Pulled Jackfruit, and vegan steaks and bacon.
"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," said James Hamilton, buyer for Sainsbury's.
"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. We have carefully selected the products on offer from the growing range of over 100 plant-based products now available at Sainsbury’s, so customers are in for a real meat-free treat when visiting the butchers!"
Sainsbury's began selling vegan meat alongside its flesh-and-blood counterparts last year. The store has seen a 65 per cent increase in sales, year-on-year, for its plant-based products, so clearly the endeavour isn't a missed steak.
The popup will coincide nicely with World Meat Free Week, which seems to have taken off in the UK in 2015. Just get yourself down Sainsbury’s at 146 Bethnal Green Rd, London, between Friday, June 21 and Sunday, June 23 to take a gander.
The butchers will be open 11AM - 8PM on Friday, and 10AM - 8PM on Saturday and Sunday. [Metro]
Feature image credit: Sainsbury's