New brand Oh So Wholesome has announced its first major retail listing with Tesco, set to launch on April 28 2025. The brand's flagship product, Veg’chop, will be available in 649 Tesco locations across the UK, marking its entry into the competitive plant-based market.

Veg’chop is a minimally processed product crafted from a blend of pulses, seeds and vegetables, designed to offer a nutritious alternative to traditional meat substitutes.

With its savoury, seasoned flavour profile, Veg’chop is positioned as a versatile ingredient suitable for a variety of dishes, including fajitas, curries and salads. The product boasts a high protein and fibre content, appealing to health-conscious consumers.

The creation of Veg’chop stems from founder Jason Gibb's personal quest for a plant-based ingredient that diverged from the typical meat mimic products prevalent in the market.

Gibb said: “I wanted something that tasted like the plants it was made from and that I was happy to eat daily with my family”. This emphasis on whole food ingredients aligns with current consumer trends favoring less processed options.

Co-founder Simon Day highlighted Veg’chop's potential to rejuvenate the plant-based category, which has faced challenges in attracting new shoppers. “This aisle has been a home for people who are avoiding meat but it hasn’t been a destination for people who want to eat more plants and – alongside growth in tofu and tempeh – we believe that is what will get shopper numbers moving in the right direction," he commented.

Day believes that products like Veg’chop, alongside the growth of other plant-based offerings such as tofu and tempeh, could drive increased shopper engagement in the aisle.

The launch includes two variants of Veg’chop:

• Oh So Wholesome Original Veg’chop (RRP £3.00/250g)

• Oh So Wholesome Mexican Style Veg’chop (RRP £3.00/250g)