Tesco launches 20-strong Wicked Kitchen vegan range

  • Print
  • Share
  • Comment
  • Save

Wicked Kitchen

Tesco has launched an exclusive 20-strong lineup of vegan ready meals, pizzas and food-to-go offerings under the brand Wicked Kitchen.

The Wicked brand was developed by Derek Sarno, Tesco’s executive chef and director of plant-based innovation, who joined from Whole Foods Market last year. Sarno also co-founded the Wicked Healthy vegan food blog with his brother Chad Sarno.

The range - available at more than 600 Tesco stores from today (8 January) - includes: Carrot Pastrami-Spiced Wrap; Nana’s Mushroom Bolognese; Caponata Sourdough Pizza; Gunpowder Potato Chana Masala; and BBQ Butternut Macaroni with rsps between £3 and £4.

“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 foods into their diets with expanded selections and our bold, delicious and intense flavours,” said Sarno.

It comes on the back of a surge in the flexitarian trend in the UK, with Mintel reporting that some 28% of Brits had cut their meat intake during the six months to August 2017.

Sarno, a self-confessed “plant pusher” and Veganuary 2018 campaign ambassador, added: “Tesco has recognised the time is right to significantly expand its plant-based range, and take it from a niche market right into the middle of the mainstream.”

It follows a Christmas season that saw Tesco up the ante on its range of vegan alternatives, offering Turmeric Spiced Cauliflower Wellington and Pecan & Peanut Roast centrepieces, while Asda claimed a first with its vegan-friendly mince pie.

Sainsbury’s and Ocado launched additions to their plant-based alternative ranges last week as expansions to own label and new branded SKUs hit the shelves. Aldi also got in on the action with a range of vegan-friendly Specialbuys to coincide with the beginning of Veganuary - a movement that saw nearly 60,000 pledge to go plant-based for January in 2017.

Have your say

Sign up to a Free 30 day Gold Membership Trial

  • Claim your free trial >>
  • You will be able to:

    - Comment on your industry
    - Read the latest category information
    - Find out more on consumer behaviours to technological advances

    You must sign in to make a comment

    • Print
    • Share
    • Comment
    • Save



    CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

    Grocer jobs Experts in FMCG

    Essity Grocery Controller (Senior Sales Manager)

    Grocery Controller (Senior Sales Manager) - Essity

    excellent salary +car, bonus, PMI, pension
    Search jobs

    Need more than 5 subscriptions? Make your life easier with a Corporate Account. Find out more.



    Yes!I want to read more     CLAIM FREE TRIAL NOW
    Sign up to a 30 day free trial