Tesco launches private brand vegan line

Tesco, the United Kingdom’s largest grocery retailer, has launched a private brand vegan line under the direction of Chef Derek Sarno, the company’s director of plant-based innovation and a former global executive chef for Austin, Texas-based Whole Foods Market.

The Wicked Kitchen line, which debuted Jan. 8 in 600 Tesco stores in the U.K., consists of heat-and-eat meals, sandwiches, wraps, salads and pizzas. The ready meals range from Wicked Teriyaki Noodles to Gunpowder Potato Chana Masala, while the wraps include Carrot Pastrami-Spiced, Sweet Potato Pakora and Fiery Tofu & Slaw.

“When I first arrived in Britain from America I was hugely surprised at how little choice there was for vegans and those considering a lifestyle change,” said Sarno, who co-founded the Wicked Healthy blog with his brother, Chef Chad Sarno. “For too long, vegans have been overlooked, with many offerings that are available seemingly created to appease rather than truly please.

“Wicked Kitchen plans to change all that, and I’m proud to work with Tesco and offer all its customers delicious meals to get them on board with this growing foodie revolution.”

To learn more about the vegan movement in Europe, read this article in Store Brands’ sister publication Private Label International.