UK-based supermarket chain Tesco has launched an 11 product strong vegan ready-meal range.
The retailer partnered with pioneering chef Derek Sarno to create the ‘Wicked Kitchen’ range in response to “soaring” interest in plant-based and meat-free alternatives. In the last year alone, demand for chilled vegetarian ready meals and meat substitutes grew by 25 per cent.
Created exclusively for Tesco, the new range will be rolled out onto 600 stores nationwide during January.
From crispy carrot ‘pastrami’ to wicked-meated barbecued ‘shrooms and Sourdough Pizza, the range of vibrant wraps, meals and salads have “all the zing, punch and crunch to encourage Brits to eat more veg”.
Commenting on the thinking behind the new range, Sarno said:
“When I first arrived in Britain from America I was hugely surprised at how little choice there was for vegans and those considering a lifestyle change.
“For too long, vegans have been overlooked, with many offerings that are available seemingly created to appease rather than truly please.
“Wicked Kitchen plans to change all that and I’m proud to work with Tesco and offer all its customers delicious meals to get them on board with this growing foodie revolution.”
Alan Martin, owner of the Food For Thought independent health stores and raw superfood brand BonPom, says the new range is a game-changer: “I’m not a fan of Tesco but they’ve created an amazing range of products that knocks the competition right out of the water. Unlike some of the products currently in mass market retail, which feel like they’re just giving a nod to vegans, Tesco’s Wicked Kitchen range has real breadth and depth too. It represents quite a commitment because It’ll take a sizeable chunk of chiller space.”