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Tesco has nabbed a major award for its more ‘affordable’ vegan range – Plant Chef.
The supermarket launched the line in September last year. It said it was ‘part of its commitment to making its food more sustainable’, so by comparison, it boasts lower prices than Tesco‘s Wicked Kitchen plant-based range.
Subsequently, PETA has honored it with an award for Best Vegan Range, as part of its annual Vegan Food Awards. Other winners include KFC’s Vegan Burger, Papa John’s The Vegan Works pizza, and Pukka for Best Vegan Pie.
Tesco Plant Chef
The Plant Chef range launched last year in more than 450 large stores. As well as dishes like Butternut Cauli Mac, it featured Breaded Goujons, Battered Fish-Free Fillets, and pizza.
Speaking at the launch, Derek Sarno, head of Tesco’s plant-based innovation, discussed how the line differs from the Wicked Kitchen brand.
He said it offers ‘everyday delicious swaps’ as opposed to the other line’s more innovative, foodie edge.
Meat aisle
Tesco positioned some of the Plant Chef range in the meat aisle in a bid to tempt flexitarians. Sarno told PBN putting these options in the meat aisle will increase uptake.
“As a vegan myself, I am a firm believer that placing options in front of where meat-eaters shop will open the door,” said Sarno.
“Most meat-eaters wouldn’t go to a plant-based aisle, therefore, we’ll bring it to them.”
Supermarket prize
PETA Director of Vegan Corporate Projects Dawn Carr said demand for vegan foods is ‘booming’.
She added: “The pandemic has demonstrated that widespread societal change is possible. And that includes the explosive growth in the already booming demand for vegan foods.
“The winners of PETA’s Vegan Food Awards are making it easier than ever to go vegan by dishing up everything from creamy dairy-free ice cream to satisfying vegan fried chicken.”
