Asda has collaborated with vegan concept creator, Kbox Global, to trial a supermarket vegan butcher counter to mark Veganuary.
The retailer has set up a counter named Veelicious at Asda's Watford store, and will give customers a chance to try out meat-free selections such as 'facon', bean burgers, and meat-free meatballs.
Asda's decision to launch Veelicious comes as a result of an increase in online searches for 'vegan', with a 175% increase year-on-year. One in five adults in the UK are following flexitarian diets according to Waitrose, with average meat consumption falling as a result.
Asda has added 22 new meat-free alternatives to its Plant-Based range in addition to the vegan butcher trial which is limited to one store.
'Test And Learn Trial'
Preyash Thakrar, Asda’s chief strategy officer, said that the company is using the counter as a "test and learn trial" to gather market research on customer's attitudes towards a vegan butcher, as well as interest in plant-based food as a whole.
The launch of the butcher counter in one of the UK's most recognisable supermarkets is another step towards veganism becoming "mainstream" according to Salima Vellani, founder and CEO of Kbox Global.
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