Meat alternative brand Oumph! has gained listings for its frozen Italian-style pizza in 179 Tesco stores across the UK.
Rolling out from 16 September, the pizza features semi-dried tomatoes, rocket, thyme, vegan cheese and garlic-seasoned Oumph! – a soya-based meat alternative – served up on a hand-stretched, wood-fired base. The 400g pizza has an rsp of £3.99.
“We believe in mouthwatering food that is kinder to the environment,” said Anna-Kajsa Lidell, co-founder and head of progress strategy at Oumph’s Swedish owner, Food for Progress. “With our pizza we hope to reach new consumer groups beyond the core vegan and vegetarian fan base.”
Oumph said its pizza was already a “huge success” in Sweden, Norway, Denmark and Finland, with some stores selling out of the product within a couple of days.
Tesco has significantly increased its vegan-friendly range over the past year. Oumph was first listed by the retailer in March, with other vegan options, including sourdough pizzas as part of Tesco’s own-label Wicked Kitchen range, rolling out in time for Veganuary.