Swedish vegan meat producer Oumph! has secured placement in nearly 400 Tesco supermarket locations throughout Britain, the company announced yesterday.
“We have been looking forward to this launch,” Anders Wallerman, co-founder and CEO of Food for Progress, Oumph!’s parent company, said in a statement. “Tesco is the perfect partner for us, not only because of their size, but also because they are at the forefront of British grocery chains for good and durable products.”
The meaty plant-based selection of Oumph! products sold at Tesco include its Pulled Oumph!, Kebab Spiced, and The Chunk. The products were selected by Wicked Healthy co-founder, blogger, and chef, Derek Sarno, who now also serves as Director of Plant-Based Food Innovation at Tesco.
From 2009 to 2016, Sarno served as Executive Chef at Whole Foods Market where he helped launch the chain’s Healthy Eating initiative. Since joining Tesco in 2017, he has been steadily moving the needle at the UK’s largest supermarket chain toward more plant-based offerings including the recent highly successful launch of Wicked Kitchen – a line of 20 ready-to-eat vegan meals developed by the convivial chef.
“When I tasted Oumph! for the first time, I knew directly that it would fit perfectly with Tesco,” Sarno said in a statement. “We are currently seeing a massive demand for plant-based food,” he said, noting that Oumph! is sure to be well-loved by Tesco’s customers.
Blogger the Fat Gay Vegan agreed, calling Oumph! “One of the finest vegan meat products on the market,” in a post announcing the release.
Tesco recently expanded on its vegan Free From line to include more vegan cheese and mac and cheese products. Earlier this month plant-based meat producer Quorn added new sausage items to its Tesco offerings.
Demand for vegan food in the UK has hit an all-time high with new brands, line extensions, and restaurant openings happening regularly. The royal family is even driving the category as Prince George’s love for lentils has boosted sales of the legume. Demand has also been high for UK vegan food outside of England; this year the popular Los Angeles vegan food festival Eat Drink Vegan will be hosting more than a dozen UK food vendors at its event in May.
The new range of Oumph! products are now available in select Tesco locations.