From 8th January Tesco are launching a new line of vegan food that are all filling the ready meal and grab-and-go food sectors, which are currently lacking vegan options. The new brand Wicked Kitchen has been made by Derek Sarno, the former senior global chef for Whole Foods Market.
The range contains 20 meals that will please vegans, vegetarians and flexitarians alike. Items that will be available include sandwiches, wraps, pizzas, ready meals and salads which are all completely plant based. With an expected one in five UK adults trying veganism this year, and a further 10 per cent of UK adults taking on dairy-free diets, the range is expected to be popular. It’s now thought that a third of the population in the UK identify as flexitarian, reducing their meat intake.
Derek spoke about the new range saying: “For too long, vegans have been overlooked, with many offerings that are available seemingly created to appease rather than truly please. Wicked Kitchen plans to change all that. My aim from the start was to create recipes that were 80% healthy and 20% wicked – recipes that would delight vegans and give them the options they craved, whilst also attracting meat-eaters and encouraging them to try plant-based foods. The flavours are well-balanced and layered with bold, intense, delicious flavours so that Wicked Kitchen can help even more people transition to a plant-based diet, as well as satiating the needs and wants of vegans.”
Tesco have noticed that the time to expand the vegan market is now, taking it away from the niche and bringing it to the mainstream market, making it the first UK supermarket to stock such a wide range of vegan ready meals.