// Tesco is introducing hundreds of new vegan meals in hopes to boost profits
// Following the success of its vegan range Wicked Kitchen, Tesco set to launch a new one
// The grocer will create dedicated plant-based and vegetarian zones within stores
Tesco has launched a new own-branded range of plant-based vegan products and ready meals.
The range, known as Plant Chef, will include plant-based alternatives of traditional British meals such as battered fish and cottage pie as well as snacks.
The move comes after the supermarket giant revealed plans to fuel growth at a recent meeting with investors and analysts.
Some of the new products are mushroom pizza, mock chicken goujons made from seasoned soya, and butternut cauliflower mac and cheese.
The grocer described plant-based food as the “biggest culinary trend of the decade”.
Tesco already sells vegan food from its Wicked Kitchen range created by executive chef and director of plant-based innovation Derek Sarno and his brother Chad.
Launched in January, it now covers more than 30 products.
According to the supermarket giant, once the new Plant Chef range is launched, it would stock an overall total of 300 vegan items.
This move could be down to the strong sales figures of Wicked Kitchen.
Sarno revealed last year that the store had sold four million meals from the Wicked Kitchen range in 33 weeks.
The new own-label meals and snacks will be stocked alongside Tesco’s meat products to not only cater to vegans and vegetarians but those seeking healthy alternatives.
The grocer also has plans to create its first dedicated plant-based and vegetarian zones within stores, as it continues its effort to make its food more sustainable.