The Wicked Kitchen range, developed with vegan chefs Derek and Chad Sarno, has added 26 new items to the range, following the demand for more plant-based food. The range launched in January 2018, and has sold over four million meals since the line became exclusively sold in Tesco.
Desserts are included in the new range, with charred pineapple dream cake and red velvet brownie added to the products made available. Sausage rolls, sourdough pizzas and deli foods are also included, and are all plant-based.
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 a new range we’re bow hoping to attract an even wider audience, including customer looking for on-the-go delicious snacks, such as a plant-based sausage roll, pie or pasty, as well as dessert lovers.”
Derek Sarno is also the director of plant-based innovation at Tesco. Commenting on the success of the product range, Sarno 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.”
“A 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.”
Veganism is proving that yet again, it is an expanding area, with innovative products launching almost daily. The success of this range is opening the market up to consumers looking for convenient, healthy food, and this addition of it being plant-based makes it suitable for all consumers.
Leave a Comment