Supermarket giant Asda is trialling a new vegan butcher counter exclusively at its store in Watford.

The counter will be in Watford for a six month trial period offering vegan products such as facon (vegetarian bacon), bean burgers, and meat-free meatballs.

With pricing starting at 75p, the counter, named 'Veelicious', will also serve a range of meat-free alternatives such as mock lamb and vegan ‘black pudding’, as well as a small selection of vegan cheeses, ready-to-eat meal kits and vegan staples, such as chutneys and base cooking sauces.

The idea has been brought to life following a partnership between Asda and vegan concept creator Kbox Global.

In addition to the one-store vegan butcher trial, this Veganuary, Asda has added 22 new meat-free alternatives to its plant-based range.

It looks like the new counter will be in place in Watford from next week, and Watford only, coinciding with 'Veganuary'; a concept which encourages people to follow a vegan lifestyle for the month of January.

Watford Observer:

Credit: Asda

Preyash Thakrar, Asda’s chief strategy officer, said: "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."