• Mrs. Goldfarb’s Unreal Deli, a California-based manufacturer of plant-based deli meats, has announced the launch of fully sliceable bulk meats to be sold at deli counters alongside real meat at 125 Hannaford supermarket locations.

• The deli meats are made using lentils, black rice, shiitake mushrooms, beets, tomatoes, and other natural ingredients. Consumers will be able to choose from Unreal steak slices, Unreal corn’d beef, and Unreal roasted turk’y options.

• The company claims each of the options will contain 14–15 grams of protein per a 2 oz serving while being non-GMO and free of cholesterol and nitrates.

AnalystQuickTake: While Unreal Deli claims to be the first vegan meat producer to have its products placed next to real meat in deli counters across multiple US states, it is not the only manufacturer in the plant-based sector to achieve this feat. Earlier this year, in February 2022 , The Vegetarian Butcher–Unilever’s acquired dutch vegan meat brand–had its products on offer at traditional butcher counters in France across Carrefour outlets.