Asda will launch a ‘test and learn’ partnership with vegan concept creator, Kbox Global, as part of a one store trial that will see the introduction of a dedicated vegan butcher’s counter.
The vegan butcher concept launches at Asda Watford as part of a six-month trial to coincide with Veganuary.
Products available will include a large range of meat alternatives, in addition to a selection of pastries, vegan cheeses, and ready to eat meals.
The counter will offer options for both those who are following a strict vegan diet and also flexitarians, who want to purchase plant-based meat-style products.
It follows the launch of a dedicated vegan bay in Asda last year to help customers easily locate their favourite ingredients and treats.
Vegan specialist Kbox Global will provide the products from their established range. This year Kbox Global, a startup in the food delivery space, has seen sales of plant-based products increase across its host kitchen network, with 24% of UK sales coming from its vegan range.
“Our partnership with Asda to launch the UK’s first vegan butcher is an exciting trial that recognises growing demand for plant-based brands, from meat eaters and vegans alike,” said Salima Vellani, KBox founder and CEO.
“Gone are the days when veganism was viewed as a niche requirement – it is now a mainstream, healthy and environmentally sustainable way for anyone to eat. More retailers and food providers are moving into the market and we are pleased to be working with Asda on this exciting project.”
Preyash Thakrar, Chief Strategy Officer at Asda, said: “Last year we saw searches for ‘vegan’ on Asda.com increase by 175% year-on-year and anticipate this trend will continue into 2021 as more and more customers choose to follow a vegan diet.
“We are always looking at ways to improve the choice offered to customers in our stores and have partnered with the Kbox team to launch this exciting new ‘test and learn’ concept in our Watford store in just six weeks.
“This new concept will offer customers at this store a choice of vegan ingredients and meal solutions that complement our existing vegan range.”