Wicked Kitchen, a plant-based food brand with an expansive range of consumer packaged goods, is rolling out frozen heat-and-eat stews, mac & cheese and birthday cake flavor ice cream in the United States. Adding to its more than 50 SKUs available across the frozen and grocery categories, the new products launch on the heels of artisan pizzas and frozen meals that were introduced to American consumers in the fall of 2022.
At the Natural Products Expo West in Anaheim, California, Wicked’s food truck crew will be serving samples on the Grand Plaza on March 10, 3-6 PM. The company will host a birthday celebration, showcasing its new Birthday Cake non-dairy ice cream along with a variety of plant-based pizzas. Additional products will be on the menu from March 8-11 at booth #383 in Hall A.
“We are on a mission to make sure consumers don’t have to sacrifice taste or convenience when looking for plant-based food, whether they are seeking a quick bite or a decadent dessert,” said CEO Pete Speranza.
Wicked Kitchen was first launched in the United Kingdom in 2018 by chefs and brothers Derek and Chad Sarno. Their creations helped ignite the plant-based movement there, with more than 150 products now listed by the Britain’s largest retailer, Tesco.
“Our most popular ice cream flavor in the UK, Birthday Cake, is sure to take the US by storm, and the new soups and stews are already trending on Amazon after our soft launch,” Speranza said. “We are relentless in our goal to provide more convenient and delicious animal-free options in every food aisle of the grocery store that are veg-forward, full of flavor and meant to be enjoyed by all.”
Wicked Kitchen’s vegan ice cream cake with rainbow sprinkles is made with a proprietary blend of premium ingredients including protein-rich lupin beans. The result is an extraordinary creaminess, texture, mouthfeel and flavor.
Following are descriptions of the brand’s new heat-and-eat stews and mac & cheese additions on offer in the United States:
• Tuscan Style White Bean Stew – The recipe boasts butter beans, cannellini beans and navy beans slow-simmered in a savory broth with tomatoes, leeks, fennel seed and oregano.
• Bourguignon – Positioned as “the ultimate comfort food,” this hearty French stew is brimming with the flavors of mushrooms, fried onions and chickpeas slow-simmered in savory red wine sauce.
• Sweet Potato & Three Bean Chili – This Texas-style chili takes it up a notch with three different kinds of beans, sweet potatoes and rice simmered in a rich tomato sauce spiced with cumin, cayenne, smoked paprika and a touch of chocolate. It is offered as a “perfect hearty dish for the colder months, or anytime” for a complete, filling plant-based meal.
• This is Nacho Mac & Cheeze – Mexican inspired, this creamy plant-based nacho cheezy sauce and macaroni packs a full-flavored punch.
• BBQ King Mac & Cheeze – This smoky BBQ Mac is made with a creamy plant-based cheezy sauce that is described as “alive and kicking.”
• Smoky Bac-no Mac & Cheeze – Smoky, saucy and creamy, the cheezy macaroni is made with vegan bacon.
Having launched in Finland and Thailand in the last year, Wicked Kitchen continues its rapid growth, bringing products in multi-categories to retailers across the globe to meet accelerated demand for plant-based foods. Currently available at 10,000 distribution points including national retailers in the United States such as Kroger and Kroger banners, Sprouts, Wal-Mart and 7-Eleven, and regional retailers Publix, Giant Eagle, Shnucks and others, the company plans to launch plant-based Asian appetizers, ready-to-eat noodles and additional varieties of artisan pizzas and frozen meals later this year.