Demand for vegan products has surged in recent years in Britain, with increasing numbers of people cutting out animal-derived ingredients completely, while others reduce the amount of meat and dairy they consume each week. “People understand what it is that we’re selling,” co-founder Matthew Foster told Reuters. “It’s all designed to emulate meat. It tastes like meat, it’s got meat-like texture.” The team behind the new butchers started out in 2017 with a vegan diner and are now looking to offer goods, including whole dinner kits to be made in the home. The substitutes, set out in the brightly lit shop with white walls and sketches of animals on the walls, are made from soya and seitan.