Vegan food producer Naturli’ Foods has opened its first shop in Copenhagen, selling 40 of their plant-based products. The brand made headlines recently when Sainsbury’s started to stock their mince and burger patties, which gathered mixed reactions from vegans and vegetarians.
Naturli’s products are aimed not only at vegans and vegetarians, but also at flexitarians. The mince and burgers are stocked in the meat aisle of Sainsbury’s, and this decision angered members of the public. However, the products are stocked there to encourage meat eaters to choose a plant-based option, by putting the product in an aisle where they usually shop, as opposed to the meat-free sections of supermarkets.
A dairy-free spread from the brand was also launched into Sainsbury’s stores, with hints that there could be more products to follow.
“Beside from stocking every single one of our products (in Denmark that’s over 40 plant-based products), it’s also where we’ll meet our customers and hear what they have to say about the future of plant-based foods,” said Naturli’ Foods when talking about the new store.
Henrik Lund, director of Naturli’ Foods added that the opportunity to talk directly to customers allows them to gather feedback, rather than analyse figures, and ‘hear people tell us about what they like and do not like to eat’.
The feedback is going to be used to improve the products, and even stop producing some if customers don’t like them.