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Retail giant Tesco is launching a vegan pizza from Oumph! in 179 of its stores across the UK on September 16.

The Oumph! Italian Style pizza’s base is hand-stretched and baked in a wood-fired brick oven, then topped with semi-dried tomatoes, rocket, thyme and garlic seasoned Oumph! and organic and plant-based cheese. It has already seen success in Sweden and other Nordic countries, selling out in some stores.

Oumph! – a meat replacement product – is made from is made from soya beans and organic herb and spice mixes. It’s plant-based and free from gluten and dairy. It is already available to buy frozen.

Increasing vegan demand

In a statement sent to Plant Based News, Anna-Kajsa Lidell, Co-founder & Head of Progress Strategy said: “At Food for Progress we believe in mouth-watering food that is kinder to the environment.”

She said the company hopes to reach new consumer groups beyond the core vegan and vegetarian fan base with its pizza, adding: “There is an increasing demand for plant-based options. With all due respect to slow-cooking, often we just don’t have time to cook. This is when we need good, fast food that tastes great – like the Oumph! pizza.”

On September 16, the brand will also launch Oumph! Salty & Smoky in the freezer section of selected Tesco stores.

The 400g pizza will cost £3.99.

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.