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Exclusive: Supermarket targets UK’s estimated 22m ‘flexitarians’ with vegan-friendly range

British shoppers will soon be able to find “fake” meats – including burgers that ooze lookalike “blood” when cut open – in the chiller section alongside real meats, as Sainsbury’s announced its new vegan-friendly range would go on sale next month.

As more people drop meat from their diet, shops are catering to consumers’ changing eating habits. Sainsbury’s is hoping to capitalise not only on the burgeoning vegan market but also the UK’s estimated 22 million “flexitarians”, who enjoy meat but want to reduce their meat consumption.

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