UK supermarket chain Tesco is amping up its plant-based food offering to meet high consumer demand for healthier options.
Veganism is the UK’s fastest growing culinary trend of 2018 with Australia following suit. Earlier this year, research showed that more than two million Australians are meat-free.
In the last year sales of chilled vegan foods at Tesco have soared by 25 per cent. This helped bring the UK meat-free market to £310 million.
In response to the growing demand, Tesco is more than doubling its Wicked Kitchen plant-based food range which it launched earlier this year.
Tesco product development director Kate Ewart said “flexitarianism” is on the rise.
“We know from our own data that flexitarianism is on the rise and many more customers are dabbling in cutting out meat for a day or so during their weekly diet.
“With the new range we’re now hoping to attract an even wider audience including customers looking for on-the-go delicious snacks such as a plant based sausage roll, pie or pasty as well as dessert lovers.”
The new range follows the successful launches of European plant-based food brands Oumph! and Vivera at Tesco earlier this year.
Bulk-buying concept introduced
The popular supermarket has also decided to introduce a bulk-buying concept at its Grimsby store.
Grimsby Tesco customers now have the opportunity to buy a large number of items in bulk. In March this year, Tesco took over the country’s largest wholesaler, Booker, and has now introduced its products in-store.
According to the Grimsby Telegraph, deals in the Grimsby store include everything from bread and rice to washing powder and cling film. Such deals would normally be reserved for those in the restaurant or catering trade.
Rich Power, lead manager for Tesco Grimsby said: “It’s all about trying to get more people into the store and giving a wider choice of products and a better value of products.”
