Nick is not a vegan, but he is trying to reduce dairy.
So he has picked up a Fiery Tofu and Salad sandwich from Tesco new vegan range for your lunch today.
Tesco-vegan-a-go – launched this week – not to fly off the shelf with accuracy, but it seems to be some interest in this central London branch, and not only of ethics-mind.
“I like meat too much to give it up,” confesses Joanna. But she likes the look of the Moroccan-inspired bowl of bulgur wheat, spiced beetroot and hummus – she is also interested in vegetables. So she is taking one of those.
Tesco is betting that young professionals such as Nick and Joanna are the shape of things to come. And that could be correct.
A third of the population of the united kingdom, claims to be “flexitarian” – which is to say, the reduction in products of animal origin.
On the other hand, veganism is currently the flavor of the month, with the support of sports stars and celebrities in the midfielder of Arsenal Jack Wilshere to Jennifer Lopez.
This month, thousands of people have signed up to “Veganuary”: a commitment to clean your health and the health of your consciousness, at the same time, by the indifference of all products of animal origin from bacon to butter for a month.
And retailers are banking on at least some of us cling to your new diet mercy for the long-term also, although more often than not, they are leaving the word “vegan” in their marks.Plant-based range
Tesco has commissioned chef Derek Sarno, formerly a senior chef at Whole Foods Market, to create ready-to-go meals that sound most appealing of virtuoso.
There’s a crunchy carrot “pastrami” and grilled mushrooms, squash, falafel, and pizza dough.
“For too long, vegans have been overlooked, with many offerings that are available seemingly designed to appease rather than actually please,” said Mr. Sarno.
“Tesco has recognised that it is the right time to significantly expand its plant-based range and take it from a niche market right in the middle of the mainstream.”
More than 3% of the uk population identifies as vegan, has tripled in two years, with signs that the numbers continue to grow, especially among the “generation Z” consumers – the mini-millennials, still in its adolescence.
Vegan recipe books are on the shelves of shops and veganism is a popular topic of discussion online, as the internet makes it easy to share links to films critical of the breeding of animals, such as the popular “Cowspiracy”, as it is to share a picture of your multi-color, spiralised, plant-based lunch.
Other supermarkets Sainsbury’s, Waitrose and Marks and Spencer also offer a lot of vegan food, ranging from soups to sauces, curry dishes for appetizers, substitute for meats and dairy products cheeses.
“It is one of the companies after the pound,” Simon says: the Winch, the chief executive of Veganuary, charity, trying to encourage consumers to sign up – and maybe with the stick – the vegan lifestyle. “They see that the demand is there.”
What is perhaps most surprising, the budget supermarket Aldi also offers a long list of vegan-friendly products, from almond milk to potato waffles. ‘Real change’?
“Retailers have had a difficult time, and what we are looking for growth anywhere they can find,” says Molly Johnson-Jones, senior analyst with GlobalData retail.
“You can charge more for premium and free products, so they are really trying to take advantage of this.”
She says yes, even low-cost supermarkets, which stock a much smaller range of items than their larger rivals, they are choosing to give space on the shelf of vegan products, then it really is a sign that its time has come.
“I don’t think it’s a fad,” she says, “I think that is a real change.”
Veganuary Simon Around think that vegans are also shaking up an old-fashioned image of lentils and a burlap sack.
“I think that, historically, people have looked at veganism as the cranks in sandals, a proponent of the diet. But what we are seeing now is a fantastic range of delicious options, and that is why the supermarkets are now proud to put vegan word.”
Although, in fact, the majority of the retailers tend not to, perhaps because of some persistent image problem, which could deter those who are only dabbling with the diet.Fresh and relevant
The data of the market analysts Euromonitor suggests in the last couple of years, the value of the products sold with a “vegan” label has actually fallen (once inflation is removed).
More often, the products are labeled as “free”, healthy or plant-based.
So, while Tesco’s new range is fully suitable for vegans, are marketed something shocking under the label of “wicked”.
“My aim from the beginning was to create recipes that were 80% healthy and 20% of wicked,” says the chef, Derek Sarno.
“The recipes that would delight the vegans and give them the options they craved, while also attracting consumers of meat and to encourage them to try plant-based foods.”
Mr Around expected that the strategy will make veganism seem “sexy, fresh and relevant”. But above all, he would prefer to see clearly identified the products that make life easier for vegans to shop.