At the start of October 2021, Tesco started to stock a new range of six ready-meals under the brand ‘Lean & Greens’. Brand owners the Highland Food Group felt there was a gap in the market. Government statistics show 5% of adults call themselves vegan or vegetarian, yet 60% of adults buy plant-based alternative foods at least occasionally. They are the flexitarians: they still eat meat, but try to reduce consumption by buying some meat-free products from time to time.
Lean & Greens offers a halfway house between meat and vegetarian. Its chicken burgers are 40% chicken, 60% plant-based, e.g. kidney beans and diced tomatoes and onions. The idea is that it’s better for you than pure meat, but with more taste and succulence than vegetarian meals. The range includes six Mexican chicken and plant sausages and 12 Italian chicken and plant meatballs. Prices start from £2.50 for what could be shared between two people.
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