Tesco unveils new own-brand plant-based range

24 Sep 2019 --- UK retailer Tesco has launched its own-brand range of plant-based products to keep pace with growing demand for meat-free food. Described as one of the key culinary trends of the last decade, the supermarket is tapping into the continued popularity of chilled vegetarian and vegan offerings with its new range, Tesco Plant Chef. Tesco is set to widen the appeal even further by offering easy-to-prepare plant-based swaps of traditional family favorite dishes.

In a bid to make these foods easier to find, the retailer will, for the first time, have dedicated plant-based and vegetarian zones in stores. Some of the plant-based foods will sit in the meat aisle offering flexitarians an immediate alternative. This will then be expanded out into other parts of the store.

The new Tesco Plant Chef range includes:

- Butternut Cauli Mac – macaroni pasta coated in a sauce with cauliflower florets and diced butternut squash
- Breaded Goujons – made from seasoned soya covered in crunchy breadcrumbs
- Battered Fish-Free Fillets – made from seasoned soya and coated in a crispy, tempura batter
- Mushroom pizza topped with punchy garlic, spinach and aromatic herbs.

Plant-based foods are a major part of Tesco’s commitment to making its food more sustainable, supporting the UN’s recommendation that eating more plant-based dishes will significantly help towards tackling emissions and climate change.

Tesco is also adding more foods to its existing exclusive Wicked Kitchen range and has increased its branded plant-based offerings as well. The new launches mean that Tesco will now have one of the biggest selections of plant-based foods on the UK high street, notes the retailer. 

A booming trend
Earlier this month, an Innova Market Insights consumer research revealed that as many as 10 percent of Americans claim they always buy meat alternatives, while a further 36 percent claim to do so often or sometimes. Although the research pertains to the US, it highlights how pervasive the trend has become in a relatively short time. 

The survey also found that only 22 percent purchase from the category on rare occasions.

Two years ago Tesco partnered with chef, Derek Sarno, to launch Wicked Kitchen – the first own-brand plant-based food range to be launched by a UK supermarket.

“The biggest impact we can make as individuals for our health and for the planet is to eat more plants,” says Sarno, now Head of Tesco’s Plant-Based Innovation. “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.”

The launches will be staggered over the next four months with the first products launching in the meat aisle this week in more than 450 large stores; expanding into the prepared fresh food aisle of nearly 900 stores on October 14; and then into frozen and grocery in January 2020.

Tesco will also be expanding its range of grocery foods and cooking kits to help people make plant-based dishes at home. These include a wide range of popular sauces, stir-fry kits, snacking pots and trend-leading ingredients such as king oyster mushrooms and cluster mushrooms.

Edited by Gaynor Selby