Wicked Kitchen has launched in Asda stores nationwide, making plant-based foods more accessible for consumers throughout the UK.
After launching in Tesco stores in 2018, the plant-based food brand is expanding across the UK retail market.
Wicked Kitchen offers the largest variety of chef-crafted, animal-free products in the industry, with 150+ products launched in Tesco over the last 5 years.
Asda now carries Wicked Kitchen’s plant-based meat products including Jalapeño Griller Patties, Italian-inspired Amazeballs and Chorizo-style Bangers.
Providing Wicked Kitchen products to its customers also aligns with ‘Asda’s Creating Change for the Better’ strategy to boost its sustainable credentials.
Earlier this year, Tesco committed to driving innovation across its plant-based alternatives and hero ‘veg led’ options, as it plans to grow its meat-free category further in future.
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Wicked Kitchen CEO Pete Speranza said: “Extending our products to Asda is a major milestone for Wicked Kitchen and our mission.
“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. Now with Asda coming on board, the impact and accessibility is even greater now than ever before.”
Asda business unit director for produce and MFP Gavin Warburton 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.”
Last year, Wicked Kitchen secured a £17 million investment including backing from Hollywood actor Woody Harrelson.
