Tesco will this weekend launch a meat-free food range, targeting “bi-tarians” – meat eaters who regularly opt for vegetarian meals.
The Pick Me range is made up of a vegetable based pre-prepared meal. The range includes nutballs with nuts, cheeky chunky chilli, shepherd’s pie (without the sheep) and pea and mint risotto.
Pick Me was created by Elizabeth Leath, a vegetarian who found herself presented with a challenge when cooking for a meat-eating husband and two children. She developed a range of meals concentrating on classic recipes that focused on flavour without relying on meat.
Her husband then declared himself bi-tarian – an individual who is carnivorous but also wants meat-free meals.
The range will be available in more than 700 stores from September 14.
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