New brand Oh So Wholesome has announced that its unique plant-based product, Veg’chop, has gained a listing at 649 Tesco stores UK-wide.
Veg’chop is made from pulses, seeds, and vegetables, including lentils, quinoa, sweet potato, and chia seeds. It is described as having a “savoury, seasoned and slightly nutty flavour”, and is reportedly high in protein and fibre.
Co-founder Jason Gibb decided to develop the product after struggling to find a plant-based ingredient that wasn’t a processed meat alternative. Veg’chop can be cut up and used in a variety of dishes, including fajitas, curries, pasta, salads, and wraps.
“We’re delighted to secure such a big listing for our first launch,” said Gibb. “I think that speaks to the growing appetite for minimally processed foods that are nutritious and satisfying as well as tasty. What began as a personal quest has coincided with a real movement.”
“Getting shopper numbers moving in the right direction”
Consumers are increasingly showing a preference for less processed plant-based foods, and Tesco has stated its intention to develop new products accordingly. Following the departure of Derek Sarno as Director of Plant-Based Innovation in 2023, the retailer said it would launch several new veg-led options.
Tesco also prioritized vegetable-based products as part of its most recent Christmas range, after figures indicated that veg-led foods accounted for 40% of its plant-based sales.
Last year, the supermarket chain said the plant-based revolution appeared to be entering a second phase, with tofu and tempeh seeing a 20% sales increase. Some meat and fish alternatives, particularly whole cuts, also rose in popularity.
“The [plant-based meat] aisle has been a home for people who are avoiding meat, but it hasn’t been a destination for people who want to eat more plants and – alongside growth in tofu and tempeh – we believe that is what will get shopper numbers moving in the right direction,” said Oh So Wholesome co-founder Simon Day.
Veg’chop will launch at Tesco from April 28.
