Britain’s bigger grocer Tesco is set to offer a fake meat alternative for every one of its meat products by 2025.
Within four years, there will be a fake meat version of every animal product the chain carries.
Tesco is Britain’s biggest grocer and one sixth of the so called Big Six in England.
Its rivals are Asda, Morrisons, Sainsbury’s, as well as budget chains like Lidl and Aldi.
The Telegraph reports Tesco will attempt nudge customers towards fake meat, with the proposals sent around in an internal email.
David Lewis, the former CEO of the supermarket, has already confirmed the chain is committed and wants to “reduce meat and dairy consumption”.
Current chief Ken Murphy said: “We have also set a stretching and industry-leading target to increase sales of plant-based meat alternatives by 300 per cent by 2025.
“We will deliver this through a range of pricing, promotion and placement decisions that we believe will lead to a reduction in meat consumption.”
The rise of fake meat has given birth to top brands like Vivera, Beyond Meat, Impossible Foods, Lightlife Foods and MorningStar Farms.
Britain’s biggest grocer Tesco has recognized that vegan products effectively meet a whole range of different dietary requirements in one fell swoop.
As such, it has been a trailblazer for making vegan-friendly foods everyday and accessible.
Its Wicked range is extremely popular with shoppers, offering vegetarian and vegan-friendly alternatives of some of the nation’s favourite teatime classics, like burgers, pastas and curries.
Previously, Mr Lewis wrote: “Like you, we realise the UK needs to reduce meat and dairy consumption. Since 2018 we’ve been working with suppliers to drive plant-based innovation and choice, leading to increases in our plant-based meat alternative products”.