Tesco’s Quiet Plant-Based root & soul Power Play Hits the Sweet Spot for UK Flexitarians

Scott Mathias
May 19
2 min read

A quick dash through Tesco’s UK's fresh aisle right now delivers more than the usual packet of spinach, it offered a glimpse of the supermarket’s newest weapon in the plant-based convenience war. Enter root & soul, a strikingly curated, own-brand range of prepped veg, tempura’d carrots, and grainy goodness aimed directly at Britain’s growing cohort of flexitarians.

Mark Field - TESCO Tempura Carrot Wedges

Source: Mark Field - TESCO root & soul Tempura Carrot Wedges

This isn’t your standard plant-based mimicry. No fake meats, no bleeding burgers. Just vegetable-forward, flavour-rich, time-saving inspiration. From turmeric-glazed roots to balsamic-roasted beet salads, root & soul is less about lifestyle branding and more about accessible, eat-it-tonight nourishment. The packaging hums with quiet confidence - earthy, elegant, modern. It’s designed to nudge the everyday Tesco shopper toward something a little fresher, a little more intentional.

According to Mark Field, Director of Prof. Consulting Group, a global dual-market FMCG strategist, root & soul isn’t just a range, it’s a repositioning:

“This is Tesco showing leadership in the one place shoppers want it most, convenience that doesn’t feel cheap. root & soul is a visual and culinary upgrade, but it’s still rooted in price accessibility. That’s a powerful balance.”

And the timing couldn’t be better. The UK’s ready-prepared veg category is evolving. Gone are the days when ‘value-added’ meant watery coleslaw and microwaved mash. The new generation of consumers, especially those under 40, are searching for food matching their values but still fitting their weeknight. They want healthy, fast, whole-food-based options that don’t scream ‘health food aisle’.

Source: Mark Field - TESCO root & soul

Mark Field adds; “With vegetable consumption in decline in Australia, this strategy should translate to Australia. and create value from growers, processors, brand owners and retailers, by bringing convenience, excitement and a winning combination of flavours together under an easy to identify range. root & soul turns things around. It says, veg is the main event. That’s a trend worth betting on.”

With hashtags flying on social #tempuracarrots and all-root & soul also signals Tesco’s intent to lead with private-label innovation. It's a subtle signal to competitors, but a loud one to consumers: “You don’t have to shop at Planet Organic to eat well.”

If the flavour profiles are half as good as they look, this could become a cornerstone of the supermarket’s wider 'plant-forward' playbook, bringing veg-led freshness into the heart of UK grocery baskets.

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