Tesco launches new vegan range amid rise in plant-based eating

The new range is in over 600 stores.

Tesco (LON: TSCO) is embracing the vegan craze sweeping the UK and has launched their own vegan range.

The UK’s biggest supermarket is now selling a range of 100 percent plant-based meals in 600 of their stores.

The new range includes wraps, sandwiches and ready meals and is accepting that veganism is becoming a mainstream revolution.

To take part in the supermarket’s new range, Tesco hired Derek Sarno, a former global executive chef for Whole Foods Market.

“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,” said Sarno.

“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.”

“Wicked Kitchen aims to create recipes that delight vegans and give them the options they crave while encouraging meat eaters to incorporate more plant-based meals into their diets with expanded selections and our bold, delicious and intense flavours.”

With the growth of consumers making vegan choices, supermarkets and other businesses are hoping to capitalise on the ethical movement. 

Ocado added 90 products to its vegan site earlier this month and Waitrose is planning to trial a personal nutritionist service to provide customers at Canary Wharf and Kingston-upon-Thames branches with tailored dietary advice tailored.

“We know health is top of the agenda for many people as they embark on new year resolutions. We’re committed to helping customers make healthy choices to achieve their individual goals,” said Moira Howie, Waitrose’s nutrition manager.

British supermarkets are increasingly tailoring themselves to the healthier and vegan/vegetarian choices made by consumers as the number of vegans in the UK quadrupled in the past 10 years. 

Restaurants are also capitalising on this new trend. In 2017, pizza restaurants Pizza Hut and Pizza Express started offering vegan cheese as well as a vegan giardiniera.