Sainsbury's and Waitrose were first out of the gates with new vegetarian and vegan options for 2018, and now Tesco has launched a pretty serious plant-based range of ready meals, salads, wraps and pizzas.
The Wicked Kitchen range has been developed with Derek Sarno – chef, Co-Founder of the Wicked Healthy blog and former big cheese at Whole Foods Market – to meet the increased call for meat-free foods spotted by Tesco.
Demand for chilled vegetarian ready meals and meat substitutes has gone up by 25 per cent, possibly due to the effect of Meat Free Mondays and flexitarian diets, the supermarket says.
"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," says Derek 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."
The range includes a BBQ Mushroom Sourdough Pizza (£4), a Naked Burrito containing pulled king Eryngii mushrooms (£4), Carrot Pastrami-Spiced Wrap (£3), gluten-free Rainbow Curry Bowl (£3.50) and more.