The Wicked Kitchen brand name was developed by top American chef Derek Sarno, who was formerly the global executive chef for Whole Foods Market before being hired by Tesco last year as their director of plant-based innovation. Derek also created the Wicked Healthy food blog alongside his brother, Chad Sarno who is a co-founder of Good Catch Foods, a new plant-based seafood brand. Talk about a serious powerhouse.
The Tesco line includes wraps, sandwiches, and salads, such as a carrot pastrami spice wrap, gunpowder potato chana masala, and BBQ butternut macaroni, just to name a few. Oh, and just to say it one more time … they are ALL VEGAN!?
“For too long vegans have been overlooked, with many offerings that are available seemingly created to appease rather than truly, please. Wicked Kitchen plans to change all that,” Sarno told The Guardian.
According to some estimates, the plant-based meat market is set to reach $5.2 billion by 2020 and could make up one-third of the market by 2050. With the rise of the flexitarian trend in the U.K., the Vegan Society notes that more than half of U.K adults are adopting “vegan-buying behavior” and the number of full-time vegans in the U.K. has grown fourfold in just the past ten years. This is great news considering the toll our current food system is having on the environment, animals, and people’s health – and a trend that we’ve seen mirrored here in the U.S.
Sarno’s commitment to making wholesome, plant-based meals affordable and accessible to everyone will help countless people who may have never had “better” options access to real, wholesome, and convenient food. We certainly hope a similar line is in the works for the U.S.!
To learn more about Wicked Kitchen, check out their website.
For more about the environmental impact of our food choices as well as trends and developments in the plant-based food space, check out our podcast #EatForThePlanet with Nil Zacharias.
Lead Image Source: Derek Sarno/Instagram