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You may well be right. Though it's not that helpful for people who're already not eating meat - there's the frozen veggie section and the chilled veggie section, you aren't really expecting the hidden extra section in the charnel house aisle, and there's some really good stuff there.
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Yup the veganuary lot campaigned for it, same with putting alternatives next to dairy in Sainsburys
kl
joe_sut
@snottyotter
I think it's to show all the carnos there's alternatives, even if it's just for cutting down a bit.