# Affordable Pre-Prepared Vegan Meals Tesco Debuts the 'Plant Chef' Range of Vegan Meals By Grace Mahas | Published 2019-09-24 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/plant-chef References: [veganfoodandliving](https://www.veganfoodandliving.com/tesco-launches-a-huge-new-affordable-own-brand-vegan-plant-chef-range/) & [tesco](https://www.tesco.com/groceries/en-GB/search?query=plant) As more consumers opt to consume [plant-based food](https://www.trendhunter.com/trends/plantbased-food-range), multinational grocery store [Tesco](https://www.trendhunter.com/trends/tesco-vegan-christmas-range) has expanded its product line to cater to consumer needs with the introduction of its new "affordable" Plant Chef range. The new collection increased the grocery store's selection of vegan products by 48%. The [pre-prepared meals](https://www.trendhunter.com/trends/vegan-ready-meal-range) include a variety of options including soya-based Battered Fish-Free Fillets, Butternut Cauli Mac, Mushroom pizza, and Breaded Goujons. The company will roll out more vegan meals in the coming months but stated its new line was designed to break down the barriers that consumers have in accessing plant-powered dishes at home. Consumers can purchase meals from the Plant Chef range in Tesco's new plant-based zones -- a dedicated vegan and vegetarian aisle. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 43% | Activity: 49% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### What's Driving This Trend - **Plant-based Food Consumption:** With the increase in consumers opting for plant-based food, the plant-based meal industry could expand and innovate with new recipes. - **Pre-prepared Vegan Meals:** Pre-prepared vegan meals could become a trend for busy consumers, as grocery stores continue to offer more affordable options. - **Dedicated Vegan and Vegetarian Aisles:** More grocery stores could introduce dedicated vegan and vegetarian aisles for consumers who are looking for plant-based options. ### Who This Affects Most - **Grocery Stores:** Grocery stores can innovate and expand their plant-based options, creating new and affordable vegan meals for consumers who are looking for healthier food options. - **Food Delivery Services:** Food delivery services could take advantage of the trend of pre-prepared vegan meals, offering a variety of plant-based options for busy customers. - **Quick Service Restaurants:** Quick service restaurants could consider introducing more plant-based options to suit consumers who are opting for plant-based meals. ## Related on Trend Hunter - [Festive Vegan-Friendly Food Products](https://www.trendhunter.com/trends/tesco-vegan-christmas-range.md) - [Plant-Rich Retailer Ready Meals](https://www.trendhunter.com/trends/waitrose-plantliving-range.md) - [Ready-to-Eat Plant-Based Meals](https://www.trendhunter.com/trends/beyond-meals.md) - [Plant-Based Ready-to-Eat Canned Meals](https://www.trendhunter.com/trends/canned-vegan-ready-meals.md) - [Private Label Plant-Based Foods](https://www.trendhunter.com/trends/veganuary-range.md) - [Heat-and-Eat Plant-Based Meals](https://www.trendhunter.com/trends/merchant-gourmet-meals-in-minutes.md) - [Plant-Based Private Label Entrees](https://www.trendhunter.com/trends/aldi-plant-menu.md) - [Easy-to-Prepare Frozen Vegan Meals](https://www.trendhunter.com/trends/frozen-vegan-products.md) - [Plant-Powered Ready Meals](https://www.trendhunter.com/trends/vegan-ready-meal-range.md)