Tesco’s Director of Plant-based Innovation Derek Sarno

Rocketing demand for vegan sauces has prompted Tesco to launch the UK’s first-ever plant-based condiment range and of course its private brand.

With sales of plant-based food soaring by 37% in the last year (IRI data Nov 2019) there has been a growing demand for sauces to complement the biggest culinary trend of the last decade.

Among the most popular plant-based sauces at Tesco in the last year have been Hellman’s Vegan Mayo – with a growth of nearly 400%; Tabasco Mild Green Pepper sauce – up by nearly 300% and Sriracha sauces – up by 50%.

The new sauces are part of the Wicked Kitchen Tesco sub-brand. They are as follows:

  • Wicked Dreamy Beetroot Dressing – Thai inspired with coconut and lime
  • Wicked Mazin’ Mango Sauce – Sweet & fruity with turmeric root, squeeze of lime and a chili kick
  • Wicked Hella’ Horseradish and Mustard Sauce – Punchy mustard with a hint of turmeric
  • Wicked Sriracha Sauce – With fiery birds eye chilies, garlic and a touch of sweetness
  • Wicked Sticky Teriyaki Sauce – Savoury, sticky & sweet soy ginger BBQ sauce

Wicked Asian Style BBQ Sauce – with an Oriental ginger and five-spice kick

Tesco’s Director of Plant-based Innovation Derek Sarno who created the Wicked Kitchen range said:

“Plant-based/Vegan food is the biggest culinary movement this century and finding a good choice of complimentary sauces as part of a high street shop has not been that easy. 

“Now we’ve helped the growing need of plant-based food shoppers and those looking to reduce eating animals by creating an easy to use ‘kitchen toolbox’ of a recognizable range of unique, vegan amazing sauces.

“They will add that element of wicked excitement for all food-lovers looking to liven up their home-cooked dishes and help make choosing to eat more plant-based easier than ever!”

The range is part of a wider plant-based food launch this month which will see 30 more products such as wraps, sandwiches, seasonings, dressings, hitting Tesco shelves across the UK.

Since launching its own plant-based brand, Plant Chef, a few months ago Tesco has seen demand for vegan foods in general soar by 40 per cent.

Dominika Piasecka, spokeswoman for The Vegan Society, said:

“Tesco was among the first supermarkets to launch a ready-made vegan lunch range and is now leading the way in terms of vegan condiments, a sector neglected by other retailers.

“Being huge fans of Derek Sarno’s Wicked Kitchen vegan range, we have high expectations for these products and are pleased to see them priced the same as their non-vegan counterparts.”

The sauces will cost £1.75 each with the exception of Wicked Kitchen Dreamy Beet Root Dressing which costs £1.50. They will be available in up to 800 stores across the UK.

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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.