Wicked Kitchen, a leading name in plant-based food, has partnered with the UK’s largest supermarket to bring its innovative products to shoppers nationwide. This collaboration aims to make plant-based eating more accessible and appealing to a wider audience. With Derek Sarno, co-founder of Wicked Kitchen and former director of plant-based innovation at Tesco, driving this initiative, the partnership is set to expand significantly by 2025.
Currently, 36 Wicked Kitchen products are available both online and in-store, offering a variety of delicious, veg-led options. Tesco’s commitment to increasing plant-based sales by 300% by 2025 highlights its dedication to sustainability and health-conscious consumers. This ambitious goal will likely influence the availability of Wicked Kitchen products across more stores in the coming years.
For those eager to find these products, Tesco’s online stock checker provides real-time updates on availability. This tool ensures shoppers can easily locate their favourite plant-based items. As the supermarket continues to expand its plant-based range, Wicked Kitchen remains a key player in this growing market.
Key Takeaways
- Wicked Kitchen has partnered with the UK’s largest supermarket to enhance plant-based product availability.
- Derek Sarno’s role has been pivotal in driving this collaboration forward.
- Currently, 36 Wicked Kitchen products are available online and in-store.
- Tesco aims to increase plant-based sales by 300% by 2025.
- Use Tesco’s online stock checker for real-time product updates.
Introduction to Wicked Kitchen at Tesco
In 2018, a groundbreaking partnership reshaped the UK’s vegan food scene. This collaboration between the Sarno brothers and a leading retailer introduced Wicked Kitchen, a brand that quickly became synonymous with plant-based innovation. Chef Derek Sarno, known for his culinary expertise, played a pivotal role in this transformation.
Starting with an initial range of 20 products, the brand expanded to 90 items within just 20 months. Categories like ready meals, pizzas, and sandwiches became instant hits. The introduction of the £8 Wicked Meal Deal, featuring a main, side, and dessert, further cemented its popularity.
Sarno’s philosophy of “making vegan food for meat-eaters” resonated widely. This approach not only attracted vegans but also appealed to those curious about plant-based eating. The brand’s social media presence, with over 11 million global engagements, amplified its reach.
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By 2022, the retailer had become the UK’s leader in the plant-based category. This success was driven by a 25% increase in chilled vegan food sales post-launch. The partnership continues to inspire and innovate, making vegan food more accessible than ever.
The Rise of Wicked Kitchen
The journey of Wicked Kitchen from a niche brand to a household name is a testament to its innovative approach. By focusing on bold flavours and accessible pricing, it quickly became a favourite among consumers. The brand’s success story is rooted in its ability to cater to both vegans and those curious about plant-based eating.
Collaboration with a Major Retailer
The partnership with a leading UK supermarket was a game-changer. This collaboration allowed Wicked Kitchen to reach a wider audience, making plant-based food more accessible. The retailer’s extensive network ensured the products hit shelves across the country, driving impressive sales figures.
Within the first three years, over 10 million plant-based units were sold. This far exceeded initial projections, showcasing the brand’s popularity. The retailer’s vegan range expanded by 837% in 2019, reflecting the growing demand for plant-based options.
Launch and Success
The launch of Wicked Kitchen products was met with overwhelming enthusiasm. Best-sellers like Buddha Bowls and sourdough pizzas became instant hits. The brand’s pricing strategy, designed to increase accessibility, played a key role in its success.
In 2023, new additions like plant-based cheeses and shakes further strengthened the product line. Wicked Kitchen outperformed all previous launches by the retailer, setting a new benchmark for innovation. The brand’s achievements were recognised at the 2023 Grocer Awards, cementing its reputation as a leader in the plant-based category.
“Wicked Kitchen has redefined what plant-based food can be—delicious, accessible, and appealing to everyone.”
Today, the retailer offers over 330 vegan products across its ranges, with Wicked Kitchen at the forefront. This expansion reflects the brand’s commitment to making plant-based eating a mainstream choice.
| Year | Milestone |
|---|---|
| 2018 | Initial launch with 20 products |
| 2019 | 837% vegan range expansion |
| 2023 | Launch of plant-based cheeses and shakes |
Current Availability of Wicked Kitchen Products
Plant-based eating is on the rise in the UK, with more customers seeking sustainable and delicious alternatives. The demand for vegan foods has grown significantly, driven by health-conscious and environmentally aware consumers. This shift is reflected in the increasing availability of innovative products across the country.
Product Range
The range of plant-based options has expanded to meet diverse tastes. From vegan sausage rolls to plant-based mince, there’s something for everyone. Recent data shows that 28% of UK consumers regularly buy plant-based mince, highlighting its popularity.
During holidays, items like vegan sausage rolls see a surge in demand. These products cater not only to vegans but also to those reducing their meat intake. In fact, 25% of meat-eaters are actively cutting back on meat consumption.
Consumer Demand
Consumer preferences are evolving, with 30% expressing a desire for more vegan fish alternatives. This trend underscores the need for variety in plant-based offerings. Brands are responding by introducing innovative products that appeal to a broader audience.
Environmental motivations also play a role. Food-related emissions account for 20-30% of global greenhouse gases. Many customers are turning to plant-based alternatives to reduce their carbon footprint.
Retailers are making these options more accessible through price parity initiatives. This ensures that plant-based products are affordable for all, encouraging more people to make the switch.
“Plant-based eating is no longer a niche—it’s a mainstream choice for many.”
For those looking to explore these products, here are a few recipe ideas:
- Try plant-based mince in a hearty spaghetti bolognese.
- Use vegan sausage rolls as a tasty party snack.
- Experiment with vegan fish alternatives in a classic fish pie.
These recipes showcase the versatility and appeal of plant-based foods.
Future Plans for 2025
The future of plant-based dining is set to take a bold new direction in 2025. With a focus on innovation and accessibility, the strategy aims to cater to evolving consumer preferences. The departure of Derek Sarno in 2023 marked a significant shift, prompting a fresh approach to product development.
Expansion of Product Line
The team is working tirelessly to introduce 40% more vegetable-forward items. This contrasts with the previous meat-mimic focus, highlighting a commitment to natural, nutrient-rich ingredients. Nutritional benefits are at the heart of these new recipes, ensuring they appeal to health-conscious shoppers.
Upcoming in-store cooking tutorials will help customers explore these options. Partnerships with British vegetable growers will ensure the freshest produce is used. Additionally, planned in-store tasting stations will allow shoppers to experience the new range firsthand.
New Veg-Led Approach
The veg-led strategy emphasises the versatility and flavour of vegetables. This approach not only supports sustainability but also aligns with the growing demand for wholesome, plant-based meals. Veganuary 2025 will see exclusive product launches, further boosting the brand’s appeal.
With a target of £750m in plant-based sales by 2025, the time is ripe for innovation. This ambitious goal reflects the brand’s dedication to making plant-based eating a mainstream choice. The future looks bright for those seeking delicious, sustainable alternatives.
Conclusion
The UK’s plant-based food scene continues to thrive, with a major supermarket leading the charge in innovation and accessibility. By 2025, the brand aims to expand its range of plant-based products, making sustainable eating easier for everyone.
Stay updated with the latest news on upcoming launches by checking your local store’s availability online. Exciting new additions are on the horizon, offering even more delicious and eco-friendly options.
Derek Sarno remains a key figure in this movement, sharing his expertise on YouTube. His passion for plant-based eating continues to inspire many.
Join the movement and try a vegan meal deal today. Every bite supports a healthier planet. Together, we can make a difference.
FAQ
Where can I find Wicked Kitchen products in Tesco stores?
You can find Wicked Kitchen products in most Tesco stores across the UK. Look for them in the plant-based food section or the chilled aisle.
What types of products does Wicked Kitchen offer?
Wicked Kitchen offers a wide range of plant-based meals, including pizzas, ready meals, sandwiches, and snacks. Their focus is on bold flavours and innovative vegan options.
Who is behind the Wicked Kitchen brand?
Wicked Kitchen was co-founded by Derek Sarno, a renowned chef and Tesco’s Director of Plant-Based Innovation. His passion for vegan food drives the brand’s creativity.
Why has Wicked Kitchen become so popular?
The brand’s success comes from its delicious, chef-inspired recipes and its ability to make plant-based eating accessible and exciting for everyone.
Are Wicked Kitchen products suitable for vegans?
Yes, all Wicked Kitchen products are 100% vegan, making them a great choice for those following a plant-based diet.
What are Wicked Kitchen’s plans for 2025?
Wicked Kitchen plans to expand its product line and introduce more veg-led options, continuing to innovate in the plant-based food space.
How does Wicked Kitchen contribute to Tesco’s plant-based offerings?
Wicked Kitchen plays a key role in Tesco’s plant-based innovation, helping the supermarket chain meet growing consumer demand for vegan alternatives.