According to Tesco, Brits created all-time record demand for plant-based wraps and sandwiches during Veganuary last month.

During the month-long event – which sees people pledging to eat only vegan food – demand for plant-based wraps and sandwiches at the supermarket soared by nearly 75% against the previous Veganuary.

The most popular was a Falafel and Humous wrap which is part of Tesco’s Plant Chef, private brand.

And demand for plant-based sandwiches bought as part of a meal deal including a snack and a drink were even more popular with sales up by 130% compared with Veganuary 2019.

Tesco Food To Go buying manager Cate May said: “Thanks to some great recent quality innovation in vegan wraps and sandwiches we are now seeing the emergence of a dedicated lunchtime plant-based shopper.

“Demand for plant-based wraps and sandwiches grew steadily throughout last year but absolutely rocketed during Veganuary.

“Until now most of the noise for vegan food – quite understandably – has been for meat-free alternatives to classics like burgers, sausages, and steaks.

“This year however, I think that with veganism and flexitarian diets becoming so popular, that it will have a major impact on the take-away lunchtime market and choices available”

Another top seller during Veganuary have recently launched Frozen 6 Herby Bangers in seasoned soya and blended with rosemary and onion – part of Tesco’s own brand Plant Chef range.

Other popular plant-based foods during last month at Tesco included Wicked Kitchen Mushroom Bolognese, Wicked Kitchen Cheeky Tikka, King Oyster mushrooms, Plant Chef Meat-Free Burgers, vegan haggis and tofu, falafel and plant-based meatball products in general.

Previous articleUNFI Searches for SVP Private Brand
Next articleColes Serves ‘World Flavours’
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.