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Sainsbury’s targets Flexitarian consumers with new product line

January 5, 2018, 1:00 pm
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Source: FoodBev

Responding to the growth of flexitarian diets, British supermarket Sainsbury’s has unveiled a new plant-based range launching in 2018.

The seven-strong line consists of: sweet and smokey BBQ pulled jackfruit, Cumberland Shroomdogs vegetable sausages, caramelised onion Shroomdogs vegetable sausages, mushroom mince, Cauli burgers, roasted cauliflower steaks, and vegetable burgers.

Sainsbury’s claims that “more than a third” of evening meals in the UK now contain no meat and that “91% of the nation is adopting a flexitarian approach to eating”.

The pulled jackfruit is said to be a suitable match when stuffed in a taco or shredded over the top of a burger. Sainsbury’s said the fruit tastes like a cross between a pineapple and a pear and its “ability to imitate pulled pork is extraordinary”.

Both Shroomdog variants are a vegetable-based take on a classic sausage and are made of mushrooms and are said to have 80% less fat than the meat equivalent.

Mushroom mince is billed as a lighter alternative to traditional meat mince. Both the mince and Shroomdogs are made using ‘ugly’ mushrooms, which the supermarket hopes will tackle food waste.

The cauliflower steaks are served with Chimmichurri marinade and are “perfect for serving with sweet potato fries and a salad”.

Georgina Lunn, Sainsbury’s fresh produce product developer, 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.

“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.”

The new range is now available in the vegetable aisle of the supermarket.

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