admin Wicked Foods is currently gearing up to offer its plant-base products in the American market. This step follows the unmatched success and accolades achieved by the brand with the British retail giant, Tesco. The Wicked brand was co-created by renowned chefs and brothers Derek and Chad Sarno. The duo has also partnered on the creation of the US-based seafood brand Gathered Foods. ‘Wicked Kitchen’ initially launched in a nationwide partnership with Tesco in 2018. Since then Tesco has expanded the brand’s products range from 20 to a total of 80 products that are available across 3,700 stores.
Expansion Strategy
Wicked Foods has now evolved into a go-to option for most customers looking for convenient, cruelty-free, healthy food products. The popularity of the brand is such that it also has an unofficial fan-base name called the ‘mushroom mafia’. The brand has now decided to capitalize on the surging demand for healthy plant-based food products and expand its project into the US market by the summer of 2021. The proposed line of products to be made available include readymade meals like vegan pizzas, quiches, salad boxes, home-based meals as well as plant-based cooking ingredients. Derek Saena propounded, “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.” He further added that they have “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.”
Well-Timed Growth
Wicked Foods’ expansion strategy could not have come at a better time. The food product market in the US is currently witnessing a rising demand for plant-based foods. The Covid-19 pandemic has also exposed the problems with food sustainability, safety, and various interconnected health concerns. The interest in plant-based food products have surged in the recent months beyond their previous limits. According to recent reports, the demand for plant-based vegan food items has witnessed a rise of 200% since April 2020. Market research also suggests a potent shift in the food choices of individuals towards vegan and vegetarian options. The company’s newly appointed CEO Pete Speranza commented on the brilliance of the chef duo and the brand stating, “their commitment to producing the most crave-able, sought after, chef-crafted plant-based foods is driving huge demand in the U.K., and we know Americans are ready for this genuine and unapologetic approach to plant-based eating. Beyond that, it’s not only vegans that are creating demand but also mainstream consumers who want in on alternative protein options that put flavour first.”
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