Tesco is stepping up its efforts to meet increasing demand for vegetarian and vegan foods by launching a new own label range of plant-based alternatives to everyday family favourites.
The ‘Plant Chef’ fresh and frozen brand will start to roll out to stores this week and includes initial lines such as battered fish-free fillets and breaded goujons, which are both made from soya. Other products such as mushroom pizza and butternut cauli mac and cheese will follow in the weeks ahead.
The launch will see Tesco create dedicated plant-based and vegetarian zones in its stores for the first time, whilst some products will sit in the normal meat aisle to offer ‘flexitarians’ alternative options.
Tesco is also expanding its existing exclusive ‘Wicked Kitchen’ vegan range with the retailer stating that by January 2020 it hopes to have increased its combined branded and own label plant-based offering by 48%, rising from 181 to 267 lines.
Derek Sarno, Tesco’s head of plant-based innovation, said: “The biggest impact we can make as individuals, for our health but also that of the planet, is to eat more plants.
“At Tesco we’re making that easier than ever by providing the widest and best range of plant-based options available on the UK high street. We’ve turbo charged our innovative original Wicked Kitchen snacks and meals. For those looking for everyday delicious meal swaps, we’re launching the exciting Tesco Plant Chef range.
“To make these foods easier to find we will be launching dedicated plant-based and vegetarian zones in stores.”
