Tesco has launched the largest own-brand range of 100% plant-based meals, the Wicked Kitchen line, now available in 600 stores across the UK. The collection includes 20 vegan-friendly ready meals, wraps, sandwiches, and salads, featuring items such as crispy carrot pastrami and sourdough pizza.
The launch coincides with Veganuary, a month-long pledge to avoid animal products, as supermarkets and restaurants expand their vegan options. According to the Vegan Society, more than half of UK adults now adopt vegan-buying behaviour, and the number of full-time vegans has quadrupled in the past decade.
The range was developed by Derek Sarno, a former global executive chef for Whole Foods Market now serving as Tesco’s director of plant-based innovation. Sarno, a Veganuary 2018 ambassador, said he was surprised by the limited vegan choices when he moved from America, noting that many options seemed designed to “appease rather than truly please”.
Other retailers are also responding to the flexitarian trend, with one in three Britons reportedly reducing meat intake. Ocado added 90 products to its vegan site, while Pizza Express and Pizza Hut now offer vegan cheese. Pret a Manger introduced vegan pots with fresh herb and vegetable toppings.
Waitrose is trialling a personal nutritionist service at two stores, offering consultations for £95, including a health questionnaire, personalised diet plan, and a starter pack of healthy food. Moira Howie, Waitrose’s nutrition manager, said the service aims to help customers achieve their health goals during the new year.
