Sainsbury’s has revealed that it has started trailing a new meat-alternative section in its meat, fish, and poultry aisle in 20 of its stores following the launch of a new plant-based range last month.

Sainsbury’s claims the move marks the first time a UK supermarket has positioned a range of meat-alternatives directly alongside meat options in-store.

The range of 26 meat-alternative products that now sit within the new section include vegetarian and vegan burgers, sausages, and meat-free mince. They have been moved from their regular meat-free location within the ready meals aisle.

Sainsbury’s stated that it was aiming to cater to customers’ changing lifestyles and eating habits, namely those who enjoy meat, but are looking to switch to a more plant-based diet. The supermarket said it had seen an 82% increase in customers searching for vegan products online, and a 65% increase in sales of plant-based products year-on-year.

The pilot follows the launch of the chain’s meatless mince trial last October, where Danish brand Naturli Mince was positioned next to a meat equivalent.

Rosie Bambaji, plant-based buyer at Sainsbury’s, said: “We’re seeing increasing demand for plant-based products, and with the unstoppable rise of ‘flexitarianism’ in the UK, we are exploring further ways to make popular meat-free options more accessible. We hope that this trial will make our customer’s shopping experience even more seamless, and we’re looking forward to hearing their feedback.”