Tesco has launched the largest own-brand range of 100 per cent plant-based meals as the vegan health craze continues to rage.
Coinciding with “Veganuary”, in which people pledge to stay vegan for a month, Tesco has launched 18 new meals in its Wicked Kitchen range.
The range, which will be rolled out across 600 Tesco stores, was created by American chef and former Whole Foods executive Derek Sarno who now acts as Tesco’s director of plant-based innovation.
“When I first arrived in Britain from America I was hugely surprised at how little choice there was for vegans and those considering a lifestyle change,” Sarno said.
“The only thing I could find was a falafel wrap. 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.”
According to the Vegan Society, the number of vegans in the UK has more than quadrupled in the past 10 years.