Wicked Kitchen, the plant-based brand that launched exclusively in Tesco in 2018, has expanded into Asda with a selection of meat alternative products.
The range on offer includes Jalapeño Griller Patties, Italian-Inspired Amazeballs, and Chorizo-Style Bangers. Asda stated that the launch aligns with its ‘Creating Change for the Better’ strategy, which aims to promote a more sustainable future.
Wicked Kitchen offers the largest variety of animal-free products in the industry with 150+ lines launched in Tesco over the last five years. In 2021, the brand launched in the US with Kroger and now is available in multiple overseas retailers. And in May this year, Wicked Kitchen products also became available to foodservice operators through Tesco-owned wholesaler Booker.
“Extending our products to Asda is a major milestone for Wicked Kitchen and our mission,” said Pete Speranza, CEO, Wicked Kitchen. “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.”
Gavin Warburton, Business Unit Director for Produce and MFP at Asda, added: “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.”
