The British supermarket chain Tesco is recording significant sales increases in the ready meal segment with its vegan own-brand Wicked Kitchen. At the beginning of January this year, vegan dishes were introduced in around 600 stores throughout the country. Since then, more than 4 million of the brand’s plant-based products have been sold. Tesco’s exclusive Wicked Kitchen range includes vegan dishes such as BBQ Butternut Mac, Gunpowder Potato Chana Masala, Nana’s Mushroom Bolognese, Smokin’ Pasta and Amaze-Balls, as well as sourdough pizzas and bowls.
As a result of increased customer demand, the vegan range will also be expanded to include new plant-based lunch options. “We have exceeded records and forecasts,” said Derek Sarno, Director of Plant-based Innovation at Tesco and co-founder of the Wicked Healthy cooking team. “We have proven to the world that it is time for change, and people are responding.”