Reading Time: < 1 minute

Vegan brand Wicked Foods has announced it will launch in the U.S next year, following ‘meteoric success’ in the U.K.

The company was created by world-renowned chefs Derek and Chad Sarno. It made its retail debut back in 2018 after launching in more than 3,700 Tesco stores.

Wicked’s range has since grown fourfold whilst the supermarket reports a staggering 300 percent increase in sales of meat alternatives. 

Now, the brand plans to launch its pioneering product line in the U.S in Summer 2021.

‘Simple, flavorful and fun’

In a statement sent to PBN, Derek said: “Our mission is to help people cook and eat more plants knowing that we’ll be saving millions and millions of animals each day. This improves our planet while supporting 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. We’re excited to now bring these to the U.S, Canada, and other European countries.”

Wicked’s latest release includes a new line of vegan ice-cream

Wicked Foods’ Expansion

Wicked’s U.S expansion is being led by its new CEO Pete Speranza. 

He is CPG industry vet and Unovis partner: a leading global investment firm disrupting conventional animal agriculture.

“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,” says Speranza. 

“Their commitment to producing the most crave-able, sought after, chef-crafted plant-based foods is driving huge demand in the U.K… We know Americans are ready for this genuine and unapologetic approach to plant-based eating. 

“Beyond that, it’s not only vegans that are creating demand but also mainstream consumers who want in on alternative protein options that put flavor first.”

Liam Giliver

Liam is the former Deputy Editor of Plant Based News. He has written for The Independent, Huffington Post, Attitude Magazine, and more. He is also the author of 'We're Worried About Him'.