Vegans go wild for Wicked Kitchen
With more and more people than ever opting for the meat and dairy-free lifestyle, Tesco has become the latest supermarket to launch an entirely vegan range into its outlets. The new Wicked Kitchen range of 11 ready meals and nine sandwiches and wraps sent vegan customers on social media following its launch on Monday.
The Wicked Kitchen range includes plant-based dishes such as carrot pastrami, a rainbow curry bowl, two vegan pizzas, a naked burrito and a mushroom bolognese. It was created by British-based US chef Derek Sarno, the co-founder of the popular Wicked Healthy vegan food blog to offer no styles of meat styled but meat free food.
Tesco launched the range after studies showed that a third of the UK population identifies as 'flexitarian' - those who opt to cut down on their meat intake by also eating vegan or vegetarian meals. The number of vegans is set to increase by 10 per cent this year, according to a study, and Tesco has cottoned on. It has seen the demand for vegetarian ready meals and meat substitutes soar by 25 per cent in the last year, it reports.
Interestingly, the new range is not focused on the health benefits of veganism, and instead offers those who opt not to eat any meat products fakeaways and indulgent convenience food.