Tesco meat-free ad father and daughter actors
Photo courtesy of Tesco

Major UK Supermarket chain Tesco received harsh criticisms from the National Farmers Union (NFU) after airing its latest Plant Chef Meat-Free Cumberland-style Bangers TVC. The TV advertisement is titled "Carl's All-Change Casserole" and is part of the Tesco Love Stories series.

NFU issued a statement raising its objections about the TV commercial which aired on October 10.

"The NFU believes that messaging such as this is demonising meat as a food group, which not only has negative connotations for farmers but also for the avocation of customers eating a healthy balanced diet," the statement read.

In an interview with Plant Based News, Tesco's head of plant-based innovation, Derek Sarno, said that the team wanted to produce a "food love story" centred on plant-based foods.

"The sooner these guys realise we don't 'need' or 'have to' have animal products in our food system, the faster we'll be able to save our planet!" said Sarno.

The Plant Chef range is the latest expansion to Tesco's line of plant-based vegan products. It was launched last September following the success of its predecessor Wicked Kitchen.