Plant-based wraps prove winners in Veganuary

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

During the four-week event – during which people pledge to eat only vegan food – demand for plant-based wraps and sandwiches at the supermarket chain soared by nearly 75% against Veganuary 2019.

The most popular purchase was a Falafel and Houmous wrap which is part of Tesco’s own-label Plant Chef range. And demand for plant-based sandwiches bought as part of a ‘meal deal’ (including a snack and a drink) was even more popular, with sales up 130% year-on-year.

Tesco Food To Go buying manager Cate May said: “Thanks to some great recent quality innovation in vegan wraps and sandwiches, we’re 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, with veganism and flexitarian diets becoming so popular, I think that it will have a major impact on the take-away lunchtime market and choices available.”

Another top seller during Veganuary was Frozen 6 Herby Bangers in seasoned soya blended with rosemary and onion, which are also part of Tesco’s Plant Chef range.

Other popular plant-based foods 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.