Vivera, the plant-based meat alternatives brand, has launched a new product – 100% fat free vegan ‘Bacon Pieces’.

Vivera said the product offers “ true bacon taste, look, and feel” with the added benefit of containing zero fat. Initially, the ‘bacon’ will be sold in the UK exclusively in a broad selection of Sainsbury’s supermarkets, before being introduced in other European countries over the rest of 2019.

Gert Jan Gombert, commercial director of Vivera, noted: “Especially in the British market we foresee a large demand for our fat free vegan bacon. Traditionally it is one of the product categories where meat has been difficult to replace. Our product development team has done an outstanding job in making the bacon pieces as tasty as the available regular bacon while reducing the fat level to zero!”

Sainsbury’s will also start selling the Vivera vegan steak in 430 of its stores. Vivera has so far already sold over 1 million vegan steaks in Britain alone, having launched in mid-2018.

Vivera’s category partner in the UK is chilled food business Winterbotham Darby.