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Tesco Launches Vegan Jam Doughnuts

UK retailer Tesco has launched vegan jam doughnuts under its Wicked Kitchen range.

The 'Jazzy Jam Doughnuts', available across the UK, are priced at £1 for a pack of five.

The launch is part of the retailer’s strategy to expand its plant-based food range and offer shoppers exciting new vegan treats.

'Most Popular Sweet Item'

Tesco food developer Kaysha Keane commented, “Plant-based food is the biggest culinary revolution of the 21st century and there have been some fantastic products coming out – but until now, there has not been a dedicated vegan jam doughnut.

“Jam doughnuts have been the single most popular sweet item in our in-store bakeries for ages, so with the incredible growth of the vegan movement, it was an obvious choice to create a plant-based version.”

Tesco teamed up with Sheffield-based Fletchers Bakery to create the doughnut.

Andy Bingham, head baker at Fletchers, said, “These delicious doughnuts are sugar-dusted with an apple and raspberry jam filling but, unlike the traditional variety, have not been made using any animal products.”

Tesco has also launched other plant-based bakery items such as For The Love Of Chocolate Muffins, Double Trouble Chocolate Cookies, Oat Wheel Raisin Cookies, Super Cinnamon Scrolls, and Really Wild Blueberry Muffins.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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