Brits created all time record demand for plant-based wraps and sandwiches during Veganuary last month, Tesco has just revealed.
During the month long event - which sees people pledging to eat only vegan food - demand for plant-based wraps and sandwiches at the supermarket soared by nearly 75 per cent against the previous Veganuary.
The most popular was a Falafel and Houmous wrap which is part of Tesco's Plant Chef, own label offering.
And demand for plant-based sandwiches bought as part of a meal deal including a snack and a drink were even more popular with sales up by 130 per cent compared with Veganuary 2019.
Tesco Food To Go buying manager, Cate May said, 'Thanks to some great recent quality innovation in vegan wraps and sandwiches we are now seeing the emergence of a dedicated lunchtime plant-based shopper.
'Demand for plant-based wraps and sandwiches grew steadily throughout last year but absolutely rocketed during Veganuary.
'Until now most of the noise for vegan food - quite understandably - has been for meat-free alternatives to classics like burgers, sausages, and steaks.
'This year however, I think that with veganism and flexitarian diets becoming so popular, that it will have a major impact on the take-away lunchtime market and choices available'
Another top seller during Veganuary were recently launched Frozen 6 Herby Bangers in seasoned soya and blended with rosemary and onion - part of Tesco's own brand Plant Chef range.
Other popular plant-based foods during last month at Tesco included Wicked Kitchen Mushroom Bolognese, Wicked Kitchen Cheeky Tikka, King Oyster mushrooms, Plant Chef Meat Free Burgers, vegan haggis and tofu, falafel and plant-based meatball products in general.