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.
