This week it seems the whole internet has been absolutely pumped with the news that Tesco has launched a 20 item vegan range by the plant based wizard duo, Wicked Kitchen!!
This is a huge development in the vegan community, and the food world in general! I’ve managed to try 5 items so far and it truly lives up to the hype.
The line has been designed as grab-and-go type meals, and includes items such as a Carrot Pastrami-Spiced Wrap, a Smashin’ Pumpkin Falafel Sandwich made with vegan harissa mayonnaise on tomato bread, a Moroccan-Inspired salad bowl with turmeric-infused bulgur, spiced beetroot, tangy pickled red cabbage, and roasted red pepper hummus, and Butternut Squash Mac & Cheese with BBQ Mushrooms, just to name a few.
The full range is available across 600 locations and it addresses the ‘convenience food’ gap for plant based meals here in the UK. Cleverly the branding doesn’t focus heavily on it being vegan line (although it is of course labelled on the back as vegan!); this is a clever move as many people may choose the meals without realising, but for those of us who need to know it’s vegan, know!
The line also includes burritos, noodle bowls, and several heat-and-eat options, including two pizzas, the Caponata Sourdough Pizza and the BBQ Mushroom Sourdough Pizza. I’ve tried both. No regrets.
I’ve also been lucky enough to try the Mushroom Hoi Sin Wrap, the Spicy Frijoles Wrap and the Butternut Squash Mac & BBQ Mushrooms – all of which have been fresh, delicious and such a treat to be so readily available in a mainstream supermarket.
Wicked Kitchen is the creation of chef brothers Chad and Derek Sarno (Whole Foods Market former senior global executive chef) and their mission is to bring flavorful vegan food to retailers.
Derek Sarno said “It’s been an incredible journey and an honor partnering and working with Tesco. It’s the first step in creating real change. We now lead the world with the most delicious, chef-crafted, detail-oriented, affordable, innovative, and most convenient plant-based food range ever seen at a large retailer.”
According to some estimates, the plant-based meat market is set to reach $5.2 billion by 2020 and could make up one-third of the market by 2050. Especially here in the UK with the rise of the flexitarian diet, the Vegan Society notes that more than half of U.K adults are adopting “vegan-buying behavior” and the number of full-time vegans in the U.K. has grown fourfold in just the past ten years!!
This is incredible news and this is just the beginning for big brand launches in 2018.
WHO’S EXCITED?!!! Have you tried it yet? What’s your favourite item?