It’s the first time that Beyond Meat, which is known for its restaurant-quality vegan food, has collaborated with another food manufacturer in the UK.
Plant-based food continues to be the biggest culinary trend this century with current demand for chilled meat free food growing by nearly 40 per cent in the last year at the supermarket, according to latest Kantar data (March 2021).
But now Tesco is looking to further develop its frozen plant-based food offering with the launch of a new range of protein-packed meat free exotic dishes from around the world which will be offered through its exclusive Wicked Kitchen brand.
The move follows the supermarket’s pledge, last autumn, to grow its plant-based meat-free alternatives by 300 per cent by 2025.
Tesco Director for Plant-Based Innovation Derek Sarno said:
“Both Wicked Kitchen and Beyond Meat have worked hard to create excitement in the world of plant-based food in the UK and we are thrilled to be working with them on this new range.
“We hope that the launch of these new meals will encourage more people to give plant-based food a try. Early feed back from people who took part in food trials for the new range was that they did not believe the meals were vegan.”
“I brought Beyond Meat to Tesco a few years ago so it’s great to be collaborating again and working with them on these new Wicked Kitchen frozen plant-based meals.”
Chuck Muth, Chief Growth Officer at Beyond Meat said:
“As consumers are increasingly looking to include plant-based meals in their diet, Tesco’s new ‘ready meals’ featuring Beyond Meat, offer a simple and delicious solution without having to sacrifice on flavour or convenience.
“We are proud to be the best-selling chilled plant-based burger at Tesco and look forward to continuing our partnership with one of the UK’s top retailers as we work to satisfy consumers’ growing demand for delicious, nutritious and sustainable plant-based meat across Europe.”
The four meals in the new range, which cost £2.75 each, are as follows:
- Wicked Kitchen – Korean Inspired Bowl made with Beyond Meat
- Wicked Kitchen – Naked Burrito made with Beyond Meat
- Wicked Kitchen – Bangin’ Biryani made with Beyond Meat
- Wicked Kitchen – Cowboy Chilli made with Beyond Meat