Wicked Kitchen has expanded into Asda, with the move being described as a ‘major milestone’ for the vegan brand.
The range, which was created by chef brothers Derek and Chad Sarno, has been available exclusively in Tesco since its launch five years ago.
Debuting in 2018, Wicked Kitchen has been described as the ‘largest variety of chef-crafted, animal-free products in the industry’.
But now that Tesco no longer has exclusivity over the 150-plus products, a number of items will be on offer more widely.
The options Asda now stocks include Jalapeño Griller Patties, Italian Inspired Amazeballs and Chorizo Style Bangers.
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Wicked Kitchen expansion
Speaking about the brand’s expansion into Asda, CEO Pete Speranza described the move as a ‘major milestone’.
He told the Grocer: “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.”
Meanwhile, Gavin Warburton, business unit director for produce at MFP at Asda, added: ““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.
“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.”
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Derek Sarno
Co-creator of the range, Derek Sarno, left his role as head of plant-based innovation at Tesco in January after six years, during which time he masterminded the Plant Chef line as as well as Wicked Kitchen.
He confirmed his departure on LinkedIn, describing the move ‘the end of an era and beginning of a new chapter’.
Derek added: “As I step away from my role at Tesco, I want to send a HUGE thank you to the Tesco teams and my amazing colleagues and new friends!
“A very heartfelt thank you to our supplier partners who helped set the benchmark for plant-based food in the UK. Your continued partnership, dedication and hard work are the driving force behind all of our successes.
“I am excited for what’s next and will always look back on my time at Tesco with fond memories.”
It’s getting close to the festive period. Looking for present inspiration? Check out these 6 vegan Christmas gifts for 2023
Featured images © Wicked kitchen, edited by VFL
