Vegan Italian Cold Cut Sub Launches In Tesco As Demand Skyrockets

The sandwich contains cheese from Follow Your Heart
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Italian vegan sub sandwich from Tesco

The sandwich contains vegan 'cold cuts' and cheese (Photo: Derek Sarno)

An Italian-style vegan 'sub' sandwich has launched in Tesco, as demand for plant-based food continues to soar.

The Italian Cold Cut Style Sub is part of the retail giant's Wicked Kitchen range, created by its Director of Plant Based Innovation Derek Sarno with his chef brother Chad.

The new release is part of a major expansion of the line, which is doubling in size. More products will be released between now and December.

Vegan products

"I'm super excited we're launching the new items, including the Italian Cold Cut Style Sub," Derek Sarno said on Instagram Stories.

"Another thing coming out is the Mac Attack Salad bowl.

"I've had a great day of shooting a whole bunch of food that's coming out this week. I hope you enjoy it - let me know what you think."

Tesco vegan Wicked Kitchen range

The Wicked Kitchen range is doubling in size

Vegan boom

According to Tesco, Vegan food is the UK's fastest growing culinary trend of 2018.

"In the last year sales of chilled vegan foods at Tesco have soared by 25 percent, helping to swell the UK vegan market to £310 million," the retailer said in a statement sent to Plant Based News.

"At the start of the year, I said that veganism was going mainstream, and – as plant-based options are taking over the supermarket shelves – that belief is fast becoming a reality," Sarno added.

"Thank you so much to everyone who has bought and loved Wicked Kitchen food. I can’t wait for you to try these new items too."