Asda have announced a partnership with vegan concept creator, Kbox Global, to trial a supermarket vegan butcher counter, and its store in Watford is the first to take it on.
The counter opened at the start of the year and the six-month trial coincides with Veganuary, which will provide people with facon, bean burgers and meat-free meatballs.
In addition to the one-store vegan butcher trial, this Veganuary ASDA has added 22 new meat-free alternatives to its Plant Based range.
Preyash Thakrar, Asda’s chief strategy officer, said: “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. We recognised the importance of helping our customers with their Veganuary journey, which includes partnering with Kbox to trial Veelicious in our Watford store.
“Across our product range we offer many options for vegans and flexitarians, such as meat-free alternatives and vegan cheeses, ensuring that our customers don’t have to compromise on quality, taste or value when following a plant-based lifestyle.
“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.”