Tesco expands vegan range with pizza, pies and cake

Tesco has more than doubled its Wicked Kitchen vegan range, adding baked items such as pies, pizzas and a brownie, to meet increasing demand for plant-based foods.

The retailer said chilled vegan food sales had risen 25% in the past year, helping take the UK meat-free market to £310m. As part of this, Tesco launched its own-label Wicked Kitchen range in January with products including a BBQ Mushroom Sourdough Pizza.

Now it is set to more than double the range, with bakery items including pies, ‘sausage’ rolls, sourdough pizzas and chilled desserts among the additions.

The baked goods launching as part of the 26-piece range are:

  • All The Rage Rolls
  • Packed Puff Pie
  • Charred Pineapple Dream Cake
  • Red Velvet Brownie
  • Spicy Mushroom and Veg Sourdough Pizza
  • Margarita Sourdough Pizza
  • Curried Cauli Pasty
  • Smoked Carrot Celebration Sandwich
  • Bubble and Squeak Sandwich
  • Cali Roll Cold Cuts Sub

“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,” said Kate Ewart, product development director at Tesco.

“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 first batch of the new Wicked Kitchen lines launched on Monday (15 October). More will be launched in November and December.

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