Derek Sarno is the co-founder of Wicked Healthy, co-author to The Wicked Healthy Cookbook and the Chef-Director of Plant Based Innovations at Tesco. He moved to the UK to pioneer and increase the Free From Animals options within Tesco and developed the new Wicked Kitchen range of ready meals, wraps, salads, sandwiches and pizzas. Here he shares his ‘wicked’ ethos, values and brand news.
“There’s been a lot of talk in the media lately about whether it’s ok to call plant-based products familiar animal names – whether it’s plant-based milks, sausages, burgers or whatever else is out there. I’ve been known to call items I’ve prepared with mushrooms or vegetables out as ‘pulled pork’ or ‘scallops’ or ‘tenderloin’, when the flavours and appearance apply, look similar and off er a familiarity that people will understand. Just take a look at my Instagram (@wickedhealthy) and you’ll see all kinds of taste combinations.