UK retailer ASDA is kicking off Veganuary with an intriuging experiment at its supermarket in Watford, unveiling a vegan butcher counter called "Veelicious".
The trial, which got an inspiring boost from concept creator Kbox Global, will last months and feature such items as facon, meat-free meatballs and bean burgers.
“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," said Preyash Thakrar, Asda’s Chief Strategy Officer. "We recognised the importance of helping our customers with their Veganuary journey."
ASDA says Veelicious will serve up a variety of plant-based meat alternatives, including vegan ‘black pudding' and cheeses, as well as prepared meals and chutneys. ASDA also has expanded its offerings throughout its vegan range.
“We offer many options for vegans and flexitarians, ensuring that our customers don’t have to compromise on quality, taste or value when following a plant-based lifestyle," Thakrar said. "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.”
ASDA, which was named Vegan Retailer of the Year at the last Q Awards, says it is expecting its vegan sales in January to rise nearly 400% year over year.
"With 22.1 million of the UK population cutting down on meat and trying out flexitarianism, vegan products are becoming increasingly integrated in Brits’ lives," the retailer said.
Other supermarkets hope to cash in on the trend and in Veganuary, as well. Aldi says it expects its sales of vegan products to double this month after they too boosted their range, which includes breakfast items, power bowls, Plant-Based Veggie Dippers and Vegan No-Pork Sausage Rolls (with Jackfruit) and Plant-based burgers and pizzas.