TRENOS SiGINT Tesco’s Root & Soul Range Targets Flexitarians with Plant-Forward Precision

JC Analyst 19th May, 2025

Summary:Tesco has quietly rolled out Root & Soul, a new private-label range of plant-led prepared meals, aimed at health-conscious flexitarians looking for weeknight convenience without resorting to meat substitutes. The range champions whole vegetables, grains, and legumes, think tempura carrots, bulgur blends, and paprika-glazed roots—presented with modern, premium packaging underpinned by accessible pricing.

FMCG expert Mark Field (Prof. Consulting Group) describes the launch as “convenience that doesn’t feel cheap,” positioning it as a strategic evolution in how supermarkets meet demand for natural, minimally processed meals. Rather than replicating meat, Root & Soul repositions veg as the star of the plate—responding to changing UK consumer behaviours and signaling potential for cross-market adoption in Australia and APAC.

Human Impact:With more consumers shifting to flexitarian diets, Root & Soul offers a scalable model for healthy, wholefood-based convenience. The range provides everyday shoppers with flavourful, nutritious meals—without the guilt or cost of ultra-processed options. By rebranding vegetables as modern, craveable, and central to the meal, Tesco may be shifting mainstream perceptions of what dinner looks like—and tastes like.

TRENOS Metrics Snapshot

Metric	Value	Note
Brand	Root & Soul	Tesco’s plant-led private label range
Parent Company	Tesco (UK)	UK’s largest grocery retailer
Consumer Segment	Flexitarians / Health Seekers	Reducing meat intake but not fully vegan
Product Format	Prepped sides & veg meals	Includes tempura carrots, grain bowls, lentils, and roasted roots
Brand Strategy	Plant-forward convenience	Highlights whole vegetables, not meat analogues
Price Positioning	Accessible premium	Private-label value with upmarket design cues
Market Relevance	High (UK)	Addresses demand for natural, clean-label ready meals
Regional Potential	High (AU/NZ, APAC)	Australian retailers could follow suit given rising flexitarianism
Strategic Insight	Veg as the main event	Reframes vegetables as central, desirable, and modern meal components
Launch Window	2024–2025 (ongoing)	Range expanded in phases, limited marketing but strong LinkedIn buzz

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