Reading Time: < 1 minute The sandwich contains vegan 'cold cuts' and cheese (Photo: Derek Sarno)
Reading Time: < 1 minute

An Italian-style vegan ‘sub’ sandwich has launched in Tesco, as demand for plant-based food continues to soar.

The Italian Cold Cut Style Sub is part of the retail giant’s Wicked Kitchen range, created by its Director of Plant Based Innovation Derek Sarno with his chef brother Chad.

The new release is part of a major expansion of the line, which is doubling in size. More products will be released between now and December.

Vegan products

“I’m super excited we’re launching the new items, including the Italian Cold Cut Style Sub,” Derek Sarno said on Instagram Stories.

“Another thing coming out is the Mac Attack Salad bowl.

“I’ve had a great day of shooting a whole bunch of food that’s coming out this week. I hope you enjoy it – let me know what you think.”

Vegan boom

According to Tesco, Vegan food is the UK’s fastest growing culinary trend of 2018.

“In the last year sales of chilled vegan foods at Tesco have soared by 25 percent, helping to swell the UK vegan market to £310 million,” the retailer said in a statement sent to Plant Based News.

“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,” Sarno added.

“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.”

Maria Chiorando

Maria is a news and features writer for 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. She was previously the editor of Plant Based News for over 3 years.