Tesco Celebrates ‘Wicked’ With New Vegan Range

It’s set to be one of the major food trends of 2018 and this week British retailer Tesco launched its first ever private brand range of ‘wicked’ plant-based dishes. The move coincides with the launch of the vegan private brand Earth Grown by Aldi

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

Recently demand for vegetarian and vegan food has risen 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%.

Prepared exclusively for Tesco, the new range launched January 8th in 600 stores nationwide.

From crispy carrot ‘pastrami’ to wicked-meated 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.

Chef Derek Sarno said:

“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 11 ready meals and nine 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% this year.


Carrot Pastrami-Spiced Wrap, 270g, £3
Beetroot tortilla wrap power-packed with crisp, punchy carrot and a vibrant vegetable mix.

Sweet Potato Pakora Wrap, 270g, £3
Sweet potato pakora, fire-roasted red pepper, crispy carrot and creamy Sriracha vegan mayonnaise in a tortilla wrap.

Smashin’ Pumpkin Falafel Sandwich, 249g, £3
Not your ordinary pumpkin falafel – dressed with punchy vegan harissa mayonnaise, crunchy vegetables and roasted red pepper hummus on tomato bread.


Rainbow Curry Bowl (GF), 245g, £3.50
Wicked colorful curried pulses with fiery sweet potato, onion bhajis, fragrant mango and a cool minty dressing. This one’s gluten free.

Moroccan-Inspired Bowl, 179g, £3.50 
Turmeric bulgur wheat salad, spiced beetroot, tangy pickled red cabbage and roasted red pepper hummus.


Wicked Teriyaki Noodles, 296g, £4
Teriyaki-style noodles with press-roasted cluster mushrooms, sweet ‘n’ savory glaze, Asian-style vegetables and tangy lime to finish.

Naked Burrito, 400g, £4
Pulled king Eryngii mushrooms roasted in a blend of Mexican inspired spices and jalapeños.

Nana’s Mushroom Bolognese, 400g, £4
Slow-braised meaty eryngii mushrooms and vegetable linguine in a legendary secret sauce from Derek’s grandmother’s recipe.


Caponata Sourdough Pizza, 280g, £4
Wood-fired sourdough, aubergine and caper caponata and a pop of zingy salsa verde.

BBQ Mushroom Sourdough Pizza, 300g, £4
Pulled king oyster mushrooms and spice on wood-fired hand-stretched sourdough.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.