Tesco Sells 2.5 Million Vegan Meals in 20 Weeks

The supermarket chain more than doubled its sales projections of new vegan line Wicked Healthy.


Vegan food line Wicked Kitchen sold more than 2.5 million units at United Kingdom supermarket chain Tesco in the 20-week period ending in May. The 20-item line launched at 600 Tesco locations in January and was created by vegan chef Derek Sarno—former Global Executive Chef for Whole Foods Market who currently works as Tesco’s Executive Chef and Director of Plant-Based Innovation. “When I think of creating plant-based food items, I think first of meat-eaters. We know the vegans are going to eat it,” Sarno told VegNews. “My goal is to create foods that meat-eaters will eat, enjoy, and crave. The whole range of Wicked Kitchen is grabbable, easy, affordable, and delicious meals leading with tons of flavor, so you don’t miss the meat.” The Wicked Kitchen line—which features items such as the BBQ Mushroom Sourdough Pizza, Smashin’ Pumpkin Falafel Sandwich, and Carrot Pastrami-Spiced Wrap—is an offshoot of the Wicked Healthy blog that Sarno operates with his brother Chad Sarno and the duo recently debuted their first book The Wicked Healthy Cookbook: Free. From. Animals.