Derek Sarno, the former senior global chef for Whole Foods Market, has teamed up with Tesco to create a new brand — Wicked Kitchen. The vegan meal range will be available in stores from 8th January 2017, with a range of 18 products to choose from.
All of the food in the range is pre-prepared food, ideal for vegans with a busy lifestyle, filling the gap in the market for vegan-friendly ready meals and grab-and-go food. Included in the range are a sourdough pizza, teriyaki noodles, and a choice of wraps that are perfect for lunchtime.
Derek said: “For too long, vegans have been overlooked with many offering that are available seemingly created to appease rather than truly please.
“Wicked Kitchen plans to change all that. My aim from the start was to create recipes that were 80 per cent healthy and 20 per cent wicked – recipes that would delight vegans and I’ve them the options they craved, whilst also attracting meat-eaters and encouraging them to try delicious plant based foods.
“The flavours are well-balanced and layered with bold, intense, delicious flavours so that Wicked Kitchen can help even more people transition to a plant based diet, as well as satiating the needs and wants of vegans.”
As the number of vegans in the UK continues to increase each year, these new additions to the shelves of one of the UK’s biggest supermarket chains is very much welcomed. A third of the population now identify as flexitarian, as more people are beginning to reduce their meat intake and explore plant based food. It removes veganism from being in the niche market to directly in the mainstream, with Tesco recognising that the time is now to expand into the plant based products market.
Which product are you the most excited to try? Have you managed to get your hands on any of the Wicked Kitchen products? Let us know by commenting below.