Tesco is getting set to expand its vegan product range to include up to 300 different plant-based products in a bid to boost sales.
Tesco’s chief executive Dave Lewis has revealed that the UK’s largest supermarket is set to launch hundreds of brand new vegan ready meals to stores in a bid to boost profits after it revealed plans to its investors and City analysts at a presentation.
The Guardian reports that Tesco will introduce a brand new plant-based ready meal brand, Plant Chef as well as expanding its vegan-friendly product range to include approximately 300 vegan products from the 32 it currently sells under its Wicked Kitchen brand, an increase of 837%.
The move by the company may have been influenced by the success of the launch of the popular Wicked Kitchen range.
Following its launch in January 2018, 4 million Wicked Kitchen vegan meals were sold at Tesco stores in the following 7-month period, beating all records and projections for their success.
The range – which was created by Tesco’s Director of Plant-Based Innovation, Derek Sarno, and his brother Chad – is made up of 32 innovative products. These include a grab-and-go selection of sandwiches, salads and wraps, as well as various pizzas, pastas and curries.
Derek Sarno told Plant Based News: “We’re wicked happy about [sales]. We’re really so happy and thrilled to finally have something to eat that tastes as good as the mission feels. I just keep thinking every time someone has one of the meals that it means they’re not eating animals – and that is a good thought.”
On social media, he wrote: “We’ve proven to the world it’s time for a change and people are responding!’ He said: ‘it proves we can change, are changing and if we continue to provide delicious choices we will succeed much faster.”