Sainsbury’s has opened a meat-free butchers aimed at encouraging people to try vegan alternatives to standard meat products.

Launched during World Meat Free Week, the pop shop is a traditional style butchers offering customers a range of cuts, joints and sausages derived from plant-based alternatives such as mushroom, jackfruit and pea protein.

The store in Bethnal Green will remain open for three days.

The move follows a 65% increase in sales of plant-based products year-on-year for Sainsbury’s.  A recent Future of Food report issued by the supermarket predicts that a quarter of all British people could be vegetarian in 2025, compared to one in eight today.

Sainsbury’s stated that the meat-free butchers has been designed to highlight how far vegan food has come over the years, showing customers the breadth of choice now available. The butchers at the store have been specially trained in plant-based cooking and will give customers tips and advice.

Buyer for Sainsburys, James Hamilton said: “Whilst we’re seeing a huge climb in sales of our plant-based foods, we know from conversations with customers that there is a sense of trepidation about cooking with them. So, our Meat-Free Butchers has been launched to encourage people to get up close to the products, try what they like and take home some valuable cooking advice and recipe inspiration.

“We have carefully selected the products on offer from the growing range of over 100 plant-based products now available at Sainsbury’s, so customers are in for a real meat-free treat when visiting the butchers!”