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Carrefour France brings faux chicken and beefless burgers to the traditional butcher counter

Attempting to lure in consumers who usually skip a supermarket's vegetarian section, Carrefour has installed a display of Le Boucher Végétarien's products smack in the middle of their butcher counter. Alongside cuts of traditional meats, shoppers will find the Unilever-owned brand's burgers, faux chicken and ground not-beef.

The first Carrefour to feature a section for The Vegetarian Butcher within a meat counter is the Carré Sénart store, just south of Paris. No word yet on whether the retailer will expand the concept to other locations.

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While vegans and longtime vegetarians might recoil at the thought of their veggie burgers wedged in with animal meat, the initiative could sway people — 63% of French respondents in a 2020 survey — who find a meat-less meal less enjoyable than one with meat (even as meat consumption in France is on the decline).

As Carrefour puts it, "Plus besoin de chercher midi à 14h" — why complicate matters when there's a simple solution? Meet consumers where they're at, and take it from there.