Wicked Kitchen to launch vegan food range in the US

Read Time:   |  19th November 2020

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Brother duo Wicked Healthy are set to launch their vegan Wicked Foods range in the US next year, following their trail-blazing success in the UK.


Wicked Foods, created by chef brothers Chad and Derek Sarno, will be launching their vegan products across the pond in the US in 2021.

Now the UK market leader in plant-based meals, their label Wicked Kitchen launched in Tesco in 2019 and made headlines. They sold 4 million units in just over 8 months, and 10 million within 20 months.

Since then, the revolutionary brand has expanded to include over 80 products across Tesco stores nationwide. Just this month, the brand launched three new ice creams including a mint choc-chip flavour.



Influencing meat eaters

Wicked Foods pride themselves on changing the perception of vegan food, and they revolutionised the way people think of mushrooms. They successfully turned the unappealing fungi into a substantial meaty replacement for ribs, steak and scallops.

“Our mission is to help people cook and eat more plants knowing that we’ll be saving millions and millions of animals each day which improves our planet while supporting our farmers and our health,” says Derek Sarno.

“We’ve created the tools, recipes and products to make it simple, flavorful and fun for people to eat more plant-based foods in the UK, and we are excited to now bring these to the US, Canada and other European countries.”

‘Driving huge demand’

It’s not just vegans who want alternative protein products now. There is a massive wave of flexitarianism entering the food industry, and vegan products are slowly becoming mainstream.

New CEO of Wicked Foods Pete Speranza noted, “In my nearly 25 years in consumer packaged goods, I haven’t seen anything quite like what Chad and Derek have been able to create with Wicked Foods.

“Their commitment to producing the most crave-able, sought after, chef-crafted plant-based foods is driving huge demand in the UK. We know Americans are ready for this genuine and unapologetic approach to plant-based eating.”

You can find Wicked Kitchen in Tesco stores across the UK – but we’re sure we don’t need to tell you that! 

Find out what Tesco (and Wicked Kitchen) has to offer vegans in their huge festive range.
It’s sure to be a Christmas to remember! 

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Vegan Food & Living

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