Source: This

Its rollout will be supported by in-store activation, PR, social media and advertising activity

Sainsbury’s and meat-free brand This have partnered on a co-branded chilled Chicken Tikka-style Roll.

The NPD, which marks the first time Sainsbury’s has collaborated with a supplier for a plant-based launch in the category, combines This’ vegan chicken alternative seasoned with tikka spices, chopped tomatoes, cucumbers, onions, lemon juice, mint and coriander, vegan mayo and mango chutney on a turmeric roll, topped with black onion seeds (rsp: £3.50).

Its rollout will be supported by in-store activation, PR, social media and advertising activity.

It aimed to “recruit more meat-reducers into Sainsbury’s stores and drive on-the-go food sales, leveraging the biggest time of year for plant-based products”, said This.

One of the main barriers to cutting down on meat was accessibility, it added, meaning on-the-go “presents an opportunity to make plant-based that bit easier for consumers, with no cooking or preparation required which can often be off-putting”.

The launch was “yet another example to show how committed Sainsbury’s is to offering customers a variety of plant-based options to suit all tastes”, said Sainsbury’s food to go product developer Shuwen Tan.

“Chicken tikka is one of the nation’s favourite flavours and we’re delighted to offer this as a plant-based sandwich option for everyone to enjoy.”

The launch comes as the UK’s meat-free brands have launched an absolute deluge of products to cash in on Veganuary this year.

This has also revamped its packs this month in a bid to make its range “more approachable, familiar and help spark recipe inspiration”, and kicked off a campaign called ‘Plant-based. Promise’, spanning outdoor, digital, PR and in-store activity, offering shoppers “a bold money-back guarantee if consumers don’t think their products are meaty enough”.