Expansion Creates Greater Accessibility to Chef-driven, Plant-based Foods

After launching in the U.K. in 2018 exclusively in Tesco stores, Wicked Kitchen, the renowned 100% plant-based, flavour-forward global food brand, now has expanded to supermarket chain Asda, making plant-based foods more accessible for consumers throughout the country.

Asda now features Wicked Kitchen’s plant-based meat products including Jalapeño Griller Patties, Italian-inspired Amazeballs and Chorizo-style Bangers. Wicked Kitchen offers the largest variety of chef-crafted, animal-free products in the industry with 150+ products launched in Tesco over the last 5 years. In 2021, the brand launched in the U.S. with Kroger, the largest supermarket chain in the U.S, and now is available in multiple retailers.

“Extending our products to Asda is a major milestone for Wicked Kitchen and our mission,” said Pete Speranza, CEO, Wicked Kitchen. “It’s all about meeting the growing demand for great-tasting plant-based foods by increasing availability and bringing much-needed variety to consumers. We are on a mission to improve the lives of humans and animals and help improve the environment by making it easy to go plant-based and still enjoy full-flavoured and delicious food.”

Providing Wicked Kitchen products to its customers also aligns with Asda’s Creating Change for the Better strategy to build a better world and a more sustainable future.

“We’re excited to launch Wicked Kitchen into Asda as we continue to provide our customers with access to delicious, affordable plant-based food, whether they’re vegan, vegetarian or flexitarian,” said Gavin Warburton, Business Unit Director for Produce and MFP at Asda. “With a growing number of customers looking for breadth of choice and ways to eat more sustainably when it comes to embracing a plant-based lifestyle, we’re looking forward to working together with Wicked Kitchen on their mission.”

The brand’s multi-category, plant-based products range from meal solutions, fresh, frozen and ambient along with pastry and bakery products and first-of-its kind ice creams made with lupin bean.

Wicked Kitchen’s success in the U.K. is led by co-founder Chef Derek Sarno who is credited with igniting the plant-based movement in 2017 that now has every major retailer in the country adopting plant-based products to meet consumer demand.

Sarno’s strategy was to elevate plant-based foods bringing chef-crafted, full-flavoured vegan foods into the mainstream without compromising taste. His dynamic global flavors have continued to inspire legions of fans including vegans and meat-eaters alike.

“Feeling full and satiated is at the heart of what Wicked Kitchen delivers right up there with taste and experience. Our foods are meticulously crafted by chefs with bold, familiar and comforting flavours that ensure an unparalleled taste experience that champions today’s fast paced and hectic lifestyle. And it all happens to be done without animal products,” said Sarno. “This is what we’ve been leading and perfecting for over a decade. We're proud to be launching in Asda and making these offerings more accessible throughout the U.K.”

Derek Sarno and his brother Chad, also a chef, co-founded Wicked Kitchen and are recognized globally as pioneers in plant-based cuisine. Driven by the Sarno brothers’ culinary credentials and exacting high standards, Wicked Kitchen highlights the power of how plants help change the way the world eats by creating best-in-class plant-based food for every type of eater and at every age.

In May, Wicked Kitchen products also became available to food service operators through Booker, the U.K.’s leading food and drink wholesaler. Now in more than 140 locations, Booker offers a wide range of catering packs including Wicked Kitchen meal solution pouches, breakfast pastries, savoury pies, burgers, sausages, desserts and ice creams.

“Wicked Kitchen is a testament to the courage and fearlessness of Derek and Chad as they pushed forward to help all of us embrace and enjoy full-flavoured plant-based foods,” said Speranza. “Now with Asda coming on board, the impact and accessibility is even greater now than ever before.”

In addition to expanding its footprint and offerings in the U.K. and U.S., Wicked Kitchen has embraced the growing Asian market and is now in Thailand’s largest retailers.

About Wicked Kitchen

Created by chefs and brothers Derek Sarno and Chad Sarno, Wicked Kitchen is on a mission to inspire the world to eat more plants. Wicked Kitchen is a pioneering, chef-driven range of delicious 100% animal-free foods that unleash the power of plants. Wicked Kitchen provides convenient meal solutions in food service and across multiple supermarket departments and more than 14,000 retailers in the U.S., U.K. and Thailand. Wicked Kitchen also owns Good Catch, a plant-based seafood brand offering the taste, texture, and eating experience of seafood without harming the environment and sea life. For more information, visit www.WickedKitchen.com.

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