The supermarket giant's buying manager made the comments while announcing the launch of THIS™ plant-based bacon and chicken in 744 of its stores.
The full range is launching into Tesco - available from today - and includes THIS™ Isn’t Bacon rashers (£2.95), THIS™ Isn’t Chicken Tikka pieces (£2.95), THIS™ Isn’t Chicken Salt & Pepper pieces (£3.65) and THIS™ Isn’t Chicken Goujons (£3.85).
"We're really excited to be launching THIS™. We know that taste and product quality are the primary drivers for our meat-free customers, as well as the growing concern around health," Tesco’s plant-based buying manager said in a statement sent to Plant Based News.
"These are all qualities that the THIS™ range offer and it will be exciting to see how they resonate with our consumers. I’ve noticed the demand for plant-based innovation is growing at a rapid pace, with more and more interest coming from the flexitarians (or accidental reducers).
"The demand has grown at an astounding rate and will most likely continue as more and more consumers become environmentally and health-conscious."
'A gigantic milestone'
THIS™ co-founder, Andy Shovel, added: "Launching into Tesco marks our 1st birthday, in massive style.
"We want THIS to punch a gigantic hole in this category, on-boarding millions of meat-lovers who haven’t yet been won over by plant-based food.
"Launching in the U.K.'s largest food retailer is a gigantic milestone for us, and on our side, we'll keep brand-building at breakneck speed – to make the most of it."