Asda is trialling new vegan butcher counters in supermarkets

Asda often updates it's stores in order to improve the way customers shop.

And it's latest change is to introduce a new type of counter that may be rolled out to branches.

The supermarket giant has teamed up with concept creator Kbox Global to introduce a vegan butcher counter named Veelicious.

The new counter will alter how it's shoppers pick up their vegan products and it is currently located at it's Watford store.

Asda already stocks a large range of vegan products in it's stores and has now expanded its own plant-based range. The brand has added 22 more products to the range, which include Steakless Bakes and Vegan Chicken Nuggets.

Like it's meat and fish equivalents, the counter will be manned by a vegan butcher who will help customers.

Veelicious will be trialled for six months and will offer up products including facon, bean burgers and meat-free meatballs. Also available to customers are vegan cheeses, ready-to-eat meal kits and other vegan staples.

Asda’s Chief Strategy Officer Preyash Thakrar stated: "The demand for vegan products is on the rise and we have seen a surge in people seeking out ways to easily enjoy a plant-based lifestyle.

"We recognised the importance of helping our customers with their Veganuary journey, which includes partnering with Kbox to trial Veelicious in our Watford store.

“Across our product range we offer many options for vegans and flexitarians, such as meat-free alternatives and vegan cheeses, ensuring that our customers don’t have to compromise on quality, taste or value when following a plant-based lifestyle.

"Veelicious will be a ‘test and learn’ trial to help us understand what resonates with customers to enable us to enhance our plant-based proposition.”

The change comes after Asda also recently introduced sustainability food stores.

Launching in Leeds, the store encourages customers to reduce, reuse and recycle easily as they pick up essential items from refill stations.

At the stations, its shoppers can take reusable containers and choose from brands including PG Tips, Kellogg’s, Radox and Persil.

To limit the amount of packaging, fresh products are also sold unwrapped and there are 29 items available including cauliflower, mushrooms and apples.

Asda estimated the various initiatives being trialled in the store could save one million pieces of plastic per year.

The stores could be rolled out to other parts of the UK if the trial is a success

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