It’s another plant-based first as the vegan jam doughnut is launched by Tesco

We’ve 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 per cent.

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 per cent 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.”

Jazzy Jam Doughnuts are priced at £1 for a pack of five. 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


Note to editors:

Tesco’s plant-based food journey to date:


Jan – Tesco becomes the first UK retailer to launch an own label plant-based range, Wicked Kitchen, with 20 plant based meals, sandwiches and salads

March – Innovative Swedish vegan experts Oumph! launch three products at Tesco - all made from a soya-based meat alternative

May – Dutch vegetarian/vegan manufacturer Vivera launches the UK’s first ever vegan steak at Tesco as well as a range of other foods

September – Oumph! extends its Tesco offering and introduces a chilled vegan pizza to UK high street stores

October – Wicked Kitchen launch an additional 26 foods including the UK’s first vegan sausage roll

November – Launch of Beyond Burger


April – Tesco widens appeal of vegetarian and plant-based foods to flexitarian diners by creating new fixture in the meat aisle of some of its larger stores.

Sept – Launch of new Plant Chef range.

October – Launch of extended Wicked Kitchen range.


January – Tesco launches 35 new lines for Veganuary including an expansion of its food-to-go items such as a coronation cauliflower wrap, and a hoisin duck style wrap. New frozen additions included meat-free sausage rolls, nut cutlets and burgers.

September – Launch of 11 new Plant Chef lines including a range of centrepiece dishes such as a plant-based chicken-free crown, beef-free joint and Hunters Chicken-free traybake. 

October - Tesco commits to increasing sales of plant-based meat alternatives by 300 per cent within the next five years.

The ground-breaking commitment is part of a wider set of sustainability measures which it has developed with WWF to halve the environmental impact of the average UK shopping basket and comes as the plant-based food revolution continues to grow at pace.  

December – The UK’s first ever plant-based turkey crown is launched.



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