The vegan ready meal range has helped Tesco grow during challenging times for most UK supermarkets
If you ever needed evidence that the plant-based movement was heading in the right direction, the strong financial performance of Tesco in the past 12 months is being partly credited to more healthy options, and the Wicked Kitchen range.
According to an article on the Bloomberg website:
The supermarket operator’s profit jumped in the latest financial year as it sold more ready meals from ranges like Hearty Food Co. and plant-based products from the new Wicked Kitchen line. That helped Tesco mitigate inflationary pressure stemming from the weak pound, which has prompted staff cuts and price increases by Britain’s grocers as they compete with German discounters Lidl and Aldi for market share.
Wicked Kitchen was launched by Veganuary ambassador Derek Sarno in January, and he was clearly delighted with the news:
This is so amazing! To have the Wicked brand, which represents all foods free from animals, as a main reason for driving success! The world is changing and it’s all from driving compassion into innovation.
With more development expected from Wicked Kitchen, the big question will be whether the other UK supermarkets will keep up with the vegan revolution.