As the popularity of meat-alternative products continues to grow at pace, Tesco has decided to place its meat and meat-free products side by side for the first time.
The move is targeted at flexitarian consumers, who eat both meat and plant-based alternatives.
Derek Sarno, Tesco’s director of plant-based innovation said: “The rise of eating more plant-based food and people becoming flexitarian is having a massive effect on the way many people shop and as a result the retail industry is having to adapt.
“We are seeing a new kind of shopper – more conscious of their own health and the environment and perfectly happy to make dietary changes.
“Plant-based alternatives in general have become so high in quality that most life-long meat eaters are now including these foods as part of their diet.
“It makes sense to range them next to each other in the same aisle and bring a wider breadth of options available to choose from.”