The Tesco supermarket chain is to introduce special vegan aisles according to Retail Gazette. This will assist so-called “veg-curious customers” to find non-animal products.
These plans are announced as the chain introduces hundreds of new vegan meals to cash in on what it calls the “biggest culinary trend of the decade.”
The new range is to be called “Plant Chef”. It will include plant-based alternatives of traditional British meaty meals like cottage pie and battered fish. Plant Chef will be rolled out in over 450 large stores in a staggered launch.
Tesco began marketing the Wicked Kitchen range back in January. This brand was created by its Tesco’s director of plant-based innovation Derek Sarno in conjunction with his brother Chad. The move cemented Tesco’s desire to be at the forefront of this food revolution with over 30 products.
According to Sarno, Tesco has already sold four million meals from the Wicked Kitchen range.
Tesco is also set to expand its range of cooking kits to help people cook plant-based dishes at home. These will comprise a wide range of popular sauces, stir-fry kits, and snacking pots and ingredients such as specialist mushrooms.
With the new Plant Chef range to be launched, Tesco will now stock around three hundred vegan items.