Tesco has announced the expansion of its Wicked Kitchen range – a plant-based offering, as consumer demand for vegan options has greatly increased throughout the year. The line was launched in January this year, and Tesco claims sales of vegan products at the supermarket have increased by around 25 percent since.
To create the new additions to the range, Tesco partnered with chef Derek Sarno who said, “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.”
Keeping up with consumer demand, Tesco has now introduced 26 new products to its Wicked-Kitchen range, including a vegan sausage roll, pies, sourdough pizzas, desserts, deli foods and more, with the supermarket giant aiming to further expand the range over the coming months.
“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 plant-based sausage roll, pie or pastry as well as dessert lovers,” said Kate Ewart, product development director, Tesco.
“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,” said Sarno.