UK retail

giant Sainsbury's has launched 21 new vegan and vegetarian products today - including a number

of plant-based meat substitutes.

Expanding range

This move

is just part of the brand's ongoing effort to expand its plant-based

selection.

Meat-Free

Product Development Manager Rachel Mathews said: "We have a dedicated team here

at Sainsbury’s working on how we diversify our range of vegetarian and vegan

products, across many different supermarket aisles – from exclusive chilled

products through to Love Veg! ready meals and even quick options for on the go."

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Today's

launch includes products from Tofurkey,

Linda McCartney, and Vivera - as well as seven own-brand meat-free ready meals.

Naturali' products are designed to closely resemble real meat

Naturali'

Also among the

21 new products are Scandinavia's Naturli' brand mince and burgers, which

Sainsbury's says are 'designed to look and taste like meat' with the addition of beetroot to provide an 'authentic redness' when cooked.

The

retailer will follow the model set by Beyond Meat in the US market by selling

Naturali' products in the meat section - alongside animal products.

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Flexitarians

In the case

of Beyond Meat, the product placement is aimed at appealing to the masses -

rather than just a 'niche' vegan market - and it appears the same can be said

for Sainsbury's.

Mathews

said: "There are already over 22 million flexitarians in the UK and we're

seeing more and more of our customers making plant-based foods a key part of

their diet."