Tesco, the UK’s largest retail chain, is anticipating high sales of its vegan Wicked Kitchen product line. By May this year, Tesco had already sold 2.5 million vegan Wicked Kitchen meals at 600 different locations, exceeding its own forecasts.
Wicked Kitchen’s chef Derek Sarno emphasizes that the main target group is existing meat-eaters. With the vegan meals, he wants to reduce the need for meat and make the plant-based alternatives more attractive to meat-eaters. It is hoped that the product line will score points with all customers, regardless of whether they are meat-eaters or vegans. Derek Sarno, who has published the book “The Wicked Healthy Cookbook” to complement the new product line, created the 20-part vegan range, which includes pizzas and sandwiches, with his brother.
