Plant-based award-winning brand Oumph! is now available in nearly 400 Tesco stores across the UK.
Oumph! is a meat-alternative product made with soya protein.
Three products from the line are currently on offer in the supermarket: Pulled Oumph!, Kebab Spiced and The Chunk, which is unseasoned.
Anders Wallerman, Co-founder and CEO at Food for Progress, the Swedish company behind Oumph!, said: "We are looking forward to launching in Tesco.
"Tesco is the perfect partner for us in this, not only because of their size, but also because they have already put themselves in the forefront of this category amongst the UK retailers.
"For example, they have hired a Director of Plant-Based Innovation [Chef Derek Sarno] and have a general focus on both sustainable and tasty products.
"In Scandinavia Oumph! has helped increase a flow of new consumers to try plant-based food, and we'd like for Oumph! to create the same impact in the UK."
According to Tesco's Director of Plant-Based Innovation, Derek Sarno, the retail giant is seeing 'massive demand' for plant-based food.
He added: "We're thrilled to be unleashing the mighty flavour of plants, making eating meat-free easy and accessible like never before.
"When I first tried Oumph! I immediately knew it would complement our range and offer those wanting to eat more veg an epic tasting experience.
"Oumph! is a great addition to our already stellar line up and the start of many more things to come."
Maria is the head of written content for Plant Based News. Also a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.