Tesco launches first vegan jam doughnut

Tesco has recently had the plant-based sausage roll and turkey crown, and now another iconic staple is finally being launched for vegans – the jam doughnut.

The Jazzy Jam Doughnut is entirely vegan and will be launched under Tesco’s exclusive Wicked Kitchen brand this week across the UK.

The historic move further marks the supermarket’s commitment to grow its plant-based food range and offer shoppers exciting new vegan treats.

In the last year, demand for chilled plant-based foods at Tesco has grown by more than 50%.

This growth has been helped through recent launches such as:
• The UK’s first ever plant-based turkey crown
• More main meal centrepiece dishes including a record-breaking nine Christmas showstoppers such as a No Beef Wellington and a Butternut Squash and Mushroom Wreath

In autumn, Tesco became the first UK retailer to set a sales target for plant-based foods, pledging to increase sales of meat alternatives by 300% within the next five years.

Talking about the ground-breaking doughnut, Tesco food developer, Kaysha Keane said, “Plant-based food is the biggest culinary revolution of the 21st century and there have been some fantastic products coming out – but until now there has not been a dedicated vegan jam doughnut.

“Jam doughnuts have been the single most popular sweet item in our In Store Bakeries for ages so with the incredible growth of the vegan movement it was an obvious choice to create a plant-based version.”

Tesco worked with Sheffield-based Fletchers Bakery to create the doughnut. Fletchers head baker Andy Bingham said, “We’re very honoured to have worked with Tesco on producing this landmark treat for vegans.

“These delicious doughnuts are sugar-dusted with an apple and raspberry jam filling but unlike the traditional variety, have not been made using any animal products.”

Other plant-based Wicked Kitchen bakery items also launched on January 4 include the following:
For The Love Of Chocolate Muffins
Double Trouble Chocolate Cookies
Oat Wheel Raisin Cookies
Super Cinnamon Scrolls
Really Wild Blueberry Muffins