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Mighty Plant Flavours Unleashed! Our Wicked Top-Secret U.K. Project Revealed

 


It’s set to be one of THE big food trends of 2018 and Tesco will launch its first-ever range of ‘wicked’ plant based dishes, unleashing the mighty flavour of plants.  Wicked Kitchen, launches exclusively with Tesco today! Read on to learn more about this wicked awesome launch!

At first glance, this announcement from Tesco will look like a year’s work from a few focused culinary crusaders. When in fact, it is decades in the making. Trends like vegan eating don’t just show up as a fad – they require a groundswell of intention. There are plenty of reasons to choose to eat plant-based—and it doesn’t really matter which reason one chooses, because we all benefit when the choice is made. Sustained behavioral change around our eating habits requires the confluence of three important decision-making influences: taste, price and convenience. Chef’s like the Wicked Healthy team work within the industrial food machine disrupting from within—from farmers to scaling production experts to manufacturers to distributors and merchandisers to make sure the prices consumers pay for their tasty dishes are acceptable for the mass market and that these products are accessible. Tesco is one of the world’s largest grocers and the attention they are giving to this shift in consumer behavior is a wise one. Delicious, badass, healthy food should be available to everyone … and it takes a company like Tesco to make that happen. This is a great day for everything our food choices touch: for the Earth, our bodies, the animals and, most importantly, my hungry belly. | Chris Kerr


Press release via Tesco:

Tesco has partnered with pioneering chef, Derek Sarno, to create ‘Wicked Kitchen’ – a new range of irresistible meals that celebrate everything that’s ‘wicked’ and tasty about plants.

Recently demand for vegetarian and vegan food has soared as a result of lifestyle choices such as Meat Free Mondays and flexitarian diets. In the last year alone, Tesco has directly seen the effect of those lifestyle choices with demand for chilled vegetarian ready meals and meat substitutes soaring by 25 per cent.

Prepared exclusively for Tesco, the new range will launch on 8 January in 600 stores nationwide.

From crispy carrot ‘pastrami’ to wicked-meaty barbecued ‘shrooms and Sourdough Pizza, the vibrant wraps, meals and salads have all the zing, punch and crunch to encourage Brits to eat more veg – and they’re available at a great price too.

photo credit: Amy Levin

 


From Chef Derek:

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. 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 exclusive range includes 20 ready meals and food to go options, perfect for lunch or dinner.

As a third of the UK population now identifies themselves as “flexitarian”, the number of those cutting back on animal products and following a plant-based diet is set to increase by 10 per cent this year*.

Here are the items we’re wicked excited to reveal!  More in store.

 

SANDWICHES AND WRAPS

 

Carrot Pastrami Wrap
Carrot Pastrami-Spiced Wrap, 270g,

Beetroot tortilla wrap power-packed with crisp, punchy carrot and a vibrant vegetable mix.

 

Sweet Potato Pakora Wrap, 270g,  

Sweet potato pakora, fire-roasted red pepper, crispy carrot and creamy Sriracha vegan mayonnaise in a tortilla wrap. (not seen)

 

Smashing Pumpkin Falafel Chili Sandwich
Smashin’ Pumpkin Falafel Sandwich, 249g,  

Not your ordinary pumpkin falafel – dressed with punchy vegan harissa mayonnaise, crunchy vegetables and roasted red pepper hummus on tomato bread.

 

SALADS

 

Rainbow Curry Bowl
Rainbow Curry Bowl (GF), 245g,

Wicked colourful curried pulses with fiery sweet potato, onion bhajis, fragrant mango and a cool minty dressing. This one’s gluten free.

 

Moroccan-Inspired Bowl, 179g,

Turmeric bulgur wheat salad, spiced beetroot, tangy pickled red cabbage and roasted red pepper hummus. £3.50

 

READY MEALS       

 

Wicked Teriyaki Noodles, 296g,

Teriyaki-style noodles with press-roasted cluster mushrooms, sweet ‘n’ savoury glaze, Asian-style vegetables and tangy lime to finish.

 

Naked Burrito, 400g,  

Pulled king Eryngii mushrooms roasted in a blend of Mexican inspired spices and jalapeños.

 

Nana’s Mushroom Bolognese, 400g,

Slow-braised meaty eryngii mushrooms and vegetable linguine in a legendary secret sauce from Derek’s grandmother’s recipe.

 

PIZZA

 

Caponata Sourdough Pizza, 280g,

Wood-fired sourdough, aubergine and caper caponata and a pop of zingy salsa verde.

 

BBQ Mushroom Sourdough Pizza
BBQ Mushroom Sourdough Pizza, 300g,

Pulled king oyster mushrooms and spice on wood-fired hand-stretched sourdough.


More of our thoughts!

 

It’s been an incredible journey and an honor partnering and working with Tesco. My hat goes off to the leadership team and to all my colleagues that work around the clock to supply food to the U.K and beyond. I am so proud of the teams that have worked so hard on this project. It’s the first step in creating real change. There will now be options for consumers looking to eat more plants. We now lead the world with the most delicious, chef-crafted, detail-oriented, affordable, innovative, and most convenient plant-based food range ever seen at a large retailer.  Amaze balls!

The Wicked Kitchen range now sets the standard for years to come, may all beings benefit from it!  | Derek Sarno


Plant-based awareness and consumer demand is growing exponentially! Tesco is leading the charge with this launch of the Wicked Kitchen line in democratizing the options in the UK. I could not be more thrilled for Tesco to be offering this exclusive line of products launched throughout the U.K. under the Wicked Kitchen name, a spin off of our Wicked Healthy brand. The amount of work, dedication and passion Derek and the Tesco team have put into this launch has been friggin’ incredible to see come to life.

This is the year that the ‘lack of accessibility’ can no longer be an excuse to embrace a plant-based diet, at least in the U.K. We have much to celebrate with this launch, for the planet and the animals. | Chad Sarno

 

 

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