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Tesco’s vegan range – Wicked Kitchen – has doubled in size in a bid to meet growing demand for plant-based food.
Top vegan chefs Derek and Chad Sarno, who created Wicked Kitchen, have added 26 products to the line which landed in January this year.
Charred Pineapple Dream Cake and Red Velvet Brownie launched instore today, with the rest of the new options to follow in November and December in time for Christmas. These include pies, ‘sausage’ rolls, sourdough pizzas, chilled desserts, and deli foods.
Vegan demand
“We know from our own data that flexitarianism is on the rise and many more customers are dabbling in cutting out meat for a day or so during their weekly diet,” Tesco Product Development Director Kate Ewart said in a statement sent to Plant Based News.
“With the new range we’re now hoping to attract an even wider audience including customers looking for on-the-go delicious snacks such as a plant based sausage roll, pie or pasty as well as dessert lovers.”
Vegan going mainstream
“This is a dream come true for us. When we launched Wicked Kitchen back in January, the response was just phenomenal,” added Derek Sarno, Tesco’s Director of Plant Based Innovation. “We’re excited to be able to announce the expansion of the range today.
“At the start of the year, I said that veganism was going mainstream, and – as plant-based options are taking over the supermarket shelves – that belief is fast becoming a reality.
“Thank you so much to everyone who has bought and loved Wicked Kitchen food. I can’t wait for you to try these new items too.”
