Sainsbury’s has launched a seven-strong range of “next-gen” plant-based products, including the first pulled jackfruit in a UK supermarket, it claimed.
The new products rolled out into 500 stores nationwide on Monday (1 January) under the ‘by Sainsbury’s’ sub-brand to tap into the growing trend towards flexitarian eating, which has seen 28% of Brits cut back on meat in their diet [Mintel].
The launch of Sweet & Smokey BBQ Pulled Jackfruit followed the recent boom of the fruit in foodservice, Sainsbury’s said, with the likes of Dishoom, Spice Box and Club Mexicana using it as a vegan replacement for pulled pork.
Sainsbury’s has also introduced a duo of ‘Shroomdogs’ in caramelised onion and Cumberland variants. Made from mushrooms, they offer the same “full-on flavour and mouth-watering meaty texture” as a quality meat sausage but with 80% less fat, it claimed.
The other new vegan lines are: Mushroom Mince, Cauliflower Steaks and Indian-inspired Cauli Burgers. Both the Shroomdogs and Mushroom Mince are made with ‘ugly’ mushrooms to help tackle food waste, Sainsbury’s 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,” added Georgina Lunn, product developer for Fresh Produce.
“Sainsbury’s new range of plant-based products provide innovative, inspirational solutions for everyday meals. From our supermarket-first pulled Jackfruit to the super-satisfying ‘Shroomdogs’, we’re really proud to be offering a wide choice of flavours and can’t wait to hear how our customers are using them.”
Sainsbury’s announced last January it was trialling new-format stores that would encourage customers to buy more vegetables and less meat, as part of a research project with Oxford University. It has since expanded its meat-free frozen range and launched vegan marshmallows.