UK retailer Tesco has expanded its plant-based Wicked Kitchen range, as the demand for vegan food choices has soared in the country over the last year.
Tesco introduced the Wicked Kitchen range in January, and claims that sales of chilled vegan products at the retailer have increased 25% in the last year.
To meet this demand, Tesco has more than doubled the range, introducing 26 new products and the ‘UK’s first’ vegan sausage roll.
Also in the range are pies, sourdough pizzas, chilled desserts, deli foods and more, and the first of the 26 new products goes on sale on 15 October.
Tesco claims that it will expand the range further throughout November and December.
Tesco product development director Kate Ewart said: “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.
“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.”
Tesco partnered with chef Derek Sarno to create the range, and Sarno added: “This is a dream come true for us. When we launched Wicked Kitchen back in January, the response was just phenomenal. 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.”
© FoodBev Media Ltd 2020
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