Tesco and Derek Sarno together since 2017
Early in 2023, Tesco revealed that vegan chef Sarno would be resigning his role as the chain’s head of plant-based innovation. He is also co-founder of the plant-based food companies Wicked Kitchen and Good Catch.
Sarno stated that he was incredibly proud of all of his accomplishments with Tesco in a statement revealing his departure. And the reality is that the grocery scene in the UK might have looked entirely different without his contribution to the supermarket.
The chef, who is also the author of The Wicked Healthy Cookbook, joined the Tesco team in the middle of 2017 with a single goal in mind. To advance the UK’s plant-based food scene and demonstrate to Britons the versatility, delectability, and true meatiness of vegan goods.
Back in January 2018, shortly after his first Wicked Kitchen Veganuary line – which included 18 vegan ready meals -hit Tesco’s shelves, he told the Guardian that vegans have been overlooked for too long, with many offerings that are available seemingly created to appease rather than truly please.
The debut was a resounding triumph, and supermarket sales of chilled vegan food increasingly by 25%.
https://www.tesco.com/groceries/en-GB/zone/wicked-kitchen
Tesco increased its selection as a result, and in October 2018 it started offering customers plant based versions of popular grocery items like pizzas, sausage rolls, and pies.
And Sarno’s favourite mushrooms, which he thinks can be manipulated and spiced to resemble the flavour and texture of genuine meat, were a part of it all.
He admitted to Vegan Food and Living in 2018 that he had never encountered a mushroom he didn’t like. The ones we’re talking about are completely different from the common white button mushrooms.
We’ve only scratched the surface of the amazing fungi there are to use in cooking. In Korea there are really various numerous kinds of edible mushrooms in markets. Some of them are by itself like meat in taste, texture and shape even without lots of spices and processing.
A family-focused, cheap vegan meat line called Plant Chef joined Wicked Kitchen in 2019, and the items like fish-free fillets and breaded goujons began to appear on the shelves.
Aisles in Tesco would also have “dedicated plant-based and vegetarian zones,” according to Sarno. There was no denying that vegeterianism and flexitarianism were on the rise, and Tesco was in charge of it.
Vegan friendly UK supermarket chains due to Tesco and Sarno
All of the UK’s other main supermarket chains fought to catch up over the ensuing months and years.
https://vegnews.com/2023/3/derek-sarno-wicked-kitchen-tesco-vegan-food-uk
In the same year that Plant Chef debuted, Marks & Spencer debuted Plant Kitchen, Sainsbury’s announced Plant Pioneers would be sold nationally, and Aldi began stocking Plant Menu.
Asda’s Plant Based line debuted in 2020 selling vegan tuna can. Co-op started its own brand GRO range for vegan foods in 2020. Vemondo arrived at Lidl in 2021, and Plant Revolution arrived at Morrisons in 2022. Morrisons even sells great vegan ice cream, cheese and amazing salmon steak.
Now, a “vegan”search on Tesco’s online shopping store returns more than 330 products, 40 of which are from the Plant Chef brand and 36 from the Wicked Kitchen one.
In regards to Sarno’s impact with the company director, said that Derek has played a significant role in the effort to make plant based diets more widely accepted.
It is not surprising that under his direction, the segment at Tesco has grown significantly.
What will Tesco do next after Sarno’s resign
There are many choices for plant-based meat in any UK supermarket you choose to shop at. Additionally, clients adore the variety of options.
A study from ProVeg International shows more than 30% of UK consumers prefer to purchase vegan chicken breasts from their local supermarket, followed by began sausages and minced meat at a rate of 29% and 28% would like to see more fish options.
According to Jimmy Pierson of ProVeg UK, the UK has the greatest sales value of plant based meat and one of the highest percentages of vegetarians and vegans.
This prospects in the UK and provides in-depth insight into how UK consumers fell about plant based food. Paris, Madrid, Berlin, Seoul, Tokyo etc don’t have any supermarket chain vegan food yet.
Despite this, Tesco has started that, in the wake of Sarno’s exit, it will deviate form traditon and adopt a new “veg-led” strategy and give more vegetable-centric dishes, like edamame burgers and vegetable tray bakes, the spotlight.
But the objective is still the same. It wants to triple purchases of plant based foods by 2025. Breige Donaghy who will succeed Sarno as Tesco’s product and innovation director said,
“We’re incredibly excited about what the next stage of our plant based journey will bring. We’re aware that providing our customers with healthy food that is convenient and simple to access is essential.”
“This year(2023) as we develop our offerings, we will widen our selection of “veg-led” choices and introduce some delectable new goods that will make it easier for consumers to eat more vegetables, whether they are vegetarians, vegan or just trying to eat less meat.
How about Sarno? Of course, he will continue to be dedicated to the advancement of the plant based cause. He told the Grocer that he will continue to create material for Wicked Kitchen on YouTube, but first he is taking a well-deserved break.
“I want to bring a lot of my ideas to reality after break. I’m also receptive to opportunities”, he added.
Source: vegenews
