No rest for the Wicked!

We’re taking plant-based food beyond the U.K. in Spring 2021!

The pioneering 80+ product-strong Wicked Kitchen line, available at 3,700+ Tesco stores across the UK, has become a market leader in plant-based meals, snacks, and ingredients and we’re thrilled to be launching Wicked Foods as we branch out from the UK. The success has been such that Tesco has even announced a five-year commitment to offer even more plant-based foods and increase sales of meat alternatives by 300%! A win for us, the planet, and the animals!

The expansion to North America aligns with the unprecedented changes already taking place among U.S consumers with more than 10 million Americans now following a plant-based diet, a number that grows exponentially every year. This is paired with the fact that meat consumption is steadily on the decline with nearly one in four Americans stating that they have cut back on meat in the past year due to health and environmental concerns, according to a Gallup poll released in January 2020. This is momentum on both sides…and exciting times for our movement!

Entering the global market, we will continue to capitalize on the growing demand for great-tasting foods that are free from animals by increasing availability and providing convenient meal solutions.

With Wicked Foods, we are committed to creatively challenging perceptions of what can be done with plants in grab-and-go and ready-in-minutes foods that are, in equal part, visually stunning, nutritionally satisfying, and, of course, Wicked delicious! Driven by our (Derek and Chad Sarno) culinary experience and exacting high standards, Wicked Foods highlights the power of plants in changing the way the world eats by creating best-in-class vegan food for meat-eaters and plant-pushers alike.

“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, supports our farmers and our health.

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 U.K. and we are excited to now bring these to the U.S., Canada, and other European countries.”

– Derek Sarno

Wicked Foods’ expansion is being led by new CEO Pete Speranza, a CPG industry vet, and Unovis partner, who will bring his extensive experience and tactical know-how to the brand’s day-to-day operations. Wicked Foods joins other innovative brands in the portfolio of Unovis, a leading global investment firm disrupting conventional animal agriculture. Founding partner Chris Kerr has worked closely with the Sarnos to develop and launch the Wicked Foods brand.

“In my nearly 25 years in CPG, 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 and we know Americans are ready for this genuine and unapologetic approach to plant-based eating. And it’s not only vegans that are creating demand but also mainstream consumers who are wanting in on alternative protein options that put flavor first.”

– Pete Speranza

As part of the launch, we’ll be asking our trusty plant-pushers (that’s you!) to “plant your flag” to share where you’d like to find our new plant-based products next! Everyone taking part will receive a free copy of the Wicked Mushroom Manifesto, a digital collection of our most popular recipes that highlight the techniques to transform mushrooms into “meat.”

Keep an eye on our social media pages, we’ll be asking for your input this weekend!

Want more inspiration? Check out our Wicked Healthy YouTube Channel!

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