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Wicked Kitchen to more than double its range as demand for plant-based food soars


Demand for vegan food is rising so rapidly that it has become the UK’s fastest growing culinary trend of 2018.

In the last year sales of chilled vegan foods at Tesco have soared by 25 per cent, helping to swell the UK meat free market to £310 million.

Now, to meet the soaring demand, Tesco is more than doubling its Wicked Kitchen plant-based food range which it launched earlier this year.

Included in the 26-piece new range are Wicked Kitchen’s own crafted pies, ‘sausage’ rolls, sourdough pizzas, chilled desserts and deli foods:

  • All The Rage Rolls (kale, mushroom and garlic in flaky puff pastry)
  • Packed Puff Pie (roasted cauliflower and oyster mushrooms in brandy gravy)
  • Pesto Lasagne
  • Charred Pineapple Dream Cake
  • Spicy Mushroom and Veg Sourdough Pizza

The label was created by Tesco’s pioneering chef and head of plant-based innovation Derek Sarno whose mission is to convert meat eaters to vegan food.

Tesco Product Development Director Kate Ewart said:

“We know from our own data that flexitarianism is on the rise and many more customers are dabbling in cutting out meat for a day or so during their weekly diet.

“With the new range we’re now hoping to attract an even wider audience including customers looking for on-the-go delicious snacks such as a plant based sausage roll, pie or pasty as well as dessert lovers.”

The first batch of the 26 new Wicked Kitchen lines will be launched on Monday October 15. More will be launched in November and December in time for Christmas.

Derek Sarno said:

This is a dream come true for us.  When we launched Wicked Kitchen back in January, the response was just phenomenal.  We’re excited to be able to announce the expansion of the range today. 

“At the start of the year, I said that veganism was going mainstream, and – as plant-based options are taking over the supermarket shelves – that belief is fast becoming a reality.

“Thank you so much to everyone who has bought and loved Wicked Kitchen food. I can’t wait for you to try these new items too.”

The new range follows the successful launches of ground-breaking products by European plant-based food brands Oumph! and Vivera earlier this year.

In September, Wicked Kitchen won PETA’s 2018 Vegan Food Award for ‘Best Vegan Range’.


Tesco’s vegan journey in 2018:

Jan – The launch of Wicked Kitchen with 20 plant based meals, sandwiches and salads

March – Swedish vegan experts Oumph! launch three products at Tesco - all made from a soya-based meat alternative

May – Dutch vegetarian/vegan manufacturer Vivera launches the UK’s first ever vegan steak at Tesco as well as a range of other foods

September – Oumph! extends its Tesco offering and introduces a chilled vegan pizza to UK high street stores

October – Wicked Kitchen launch an additional 26 foods including the UK’s first vegan sausage roll

Christmas – More vegan foods to be launched for the festive period

The complete new Wicked Kitchen range is as follows:

  • Charred Pineapple Dream Cake
  • Red Velvet Brownie
  • Smoked Carrot Celebration Sandwich
  • Bubble and Squeak Sandwich
  • Cali Roll Cold Cuts Sub
  • Mac Attack Salad Bowl
  • Citrus Noodle Salad Bowl
  • Tex-Mex Salad Bowl
  • Turmeric Cauliflower and Coconut Bites
  • Curried Protein Pot
  • Toasted Three Onion Dip
  • Hella’ Cold Cracked Corn Dip
  • Hipster Salad
  • Street Market Rainbow Slaw
  • Almighty Green
  • Painted Potato Salad
  • Packed Puff Pie
  • Pesto Lasagne
  • Big Bros Enchilada
  • Fiery Filthy Fries
  • Stir Fried Black Pepper Tofu
  • Chinese BBQ Shreds and Greens
  • Margarita Sourdough Pizza
  • Spicy Mushroom and Veg Sourdough Pizza
  • All The Rage Rolls
  • Curried Cauli Pasty

  • The UK meat free market was valued at £310 million by Kantar Worldpanel, Feb 2018.

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