January means New Year’s resolutions and lifestyle challenges. One of the most popular events in recent years has been “Veganuary” – a plant-based challenge during the first month of the year. Since launching in 2014, Veganuary has grown to over 1 million participants and launched thousands of new products. This year, one supermarket has heard the cries of plant-based eaters and is taking vegan food shopping a step further. Asda is launching a dedicated vegan meat counter.
The supermarket has teamed up with global vegan concept creator Kbox Global to offer shoppers at its Watford store a six-month trial of a vegan meat counter. It will offer committed vegetarians and flexitarians a range of plant-based delights, including burgers and sausages, all in one place.
Announcing the trial butcher on Instagram, Asda said: “We’re proud to announce our partnership with #vegan concept creators Kbox Global to trial a supermarket vegan butcher counter – Veelicious. The counter, located in our Watford store, will be Opening on Monday, the six-month trial coincides with Veganuary and will offer consistent vegan butcher products - including #facon, bean burgers and meat-free meatballs."
Preyash Thakrar, chief strategy officer at Asda, said: “Demand for vegan products is on the rise and we are seeing more and more people looking for easy ways to live a #plant-based lifestyle. We recognize the importance of helping customers on their #Veganuary journey sex, which includes trialling Veelicious in our Watford store in partnership with Kbox.
“Across our product range, we offer vegetarian and #flexarian options such as #meatfree alternatives and vegan cheeses, ensuring our customers don’t have to compromise on quality, taste or value when following a plant-based lifestyle Compromise. Veelicious will be a ‘test and learn’ trial to help us understand what resonates with our customers, allowing us to enhance our plant-based proposition.”
Unfortunately, the counter is currently only available in the Watford Asda store for a six-month period. But who knows, if this proves popular shoppers will soon be able to find ASDA vegan butchers all year round across the country.
