Tesco, the UK's largest supermarket group, is introducing a new vegan option into its stores, with the launch of plant-based meat alternative Oumph!
The Swedish brand has been on sale in Scandinavia since 2015, but Tesco is now bringing it to the UK in response to 'strong customer demand for plant-based foods'.
Tesco says that it has seen demand for frozen meat-free foods grow by more than 70% over the last year, while sales of chilled vegetarian ready meals and meat substitutes have increased by 30%.
As a result, the retailer has been increasing its own-brand offering of vegan products, including the launch of plant-based range Wicked Kitchen in January.
“We’re seeing massive demand for plant-based food and are thrilled to be unleashing the mighty flavour of plants, making eating meat-free easy and accessible like never before," said Derek Sarno, Tesco's director of plant-based food innovation.
"Oumph! is a great addition to our already stellar line up and the start of many more things to come."
Oumph! is a plant-based meat alternative that is made from soya beans, with organic herbs and spices. It's free from gluten, dairy and nuts, and is high in protein and fibre.
As well as original Oumph!, Tesco will be selling BBQ Pulled Oumph! and Oumph! Kebab Spiced varieties.
These will be available in nearly 400 UK stores, costing £3.49 each.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.