Sainsbury’s is teaming up with Oxford University to conduct an experiment on consumer behaviour, and several stores have confirmed their participation. The £5 million project (NZ$8.6 million) aims to make shoppers buy more fresh produce by redesigning the supermarket aisles. Vegan substitutes will be placed on the same shelves as the meat products, and customers buying vegetarian products will receive gift vouchers and extra loyalty points.
“Shoppers can now choose from a much greater variety of produce than they did in the past, especially when it comes to fruit and vegetables,” said Judith Batchelar, director of brand, Sainsbury’s. “That gives them a greater opportunity to make meat-free choices, which is what we see today. The question is: how can we take that further?”