Wicked Kitchen

About Wicked Kitchen

Wicked Kitchen operates as a chef-driven, plant-based food company, offering a wide array of products designed to appeal to vegans, vegetarians, and flexitarians. The company was established by brothers and chefs Derek and Chad Sarno, who serve as the culinary force behind the brand's flavor-forward approach. Chad Sarno's journey into plant-based eating was spurred by a desire to alleviate his severe childhood asthma, which he successfully managed by eliminating dairy. Derek Sarno's path included time as a chef at a Tibetan Buddhist monastery, which influenced his perspective on compassionate eating. Both brothers honed their skills at Whole Foods Market, where they were involved in global recipe development and healthy eating initiatives.

Wicked Kitchen initially launched in 2018 through a landmark partnership with Tesco, the UK's largest retailer. This collaboration began with Derek Sarno taking on the role of Director of Plant-Based Innovation at Tesco, leading to the creation of a 20-item vegan food line that rapidly expanded. The business generates revenue through the sale of its consumer-packaged goods in major retail chains across the UK, US, Finland, and Thailand, as well as through foodservice channels. In June 2024, Wicked Kitchen was acquired by the Ahimsa group of companies, a holding company focused on consolidating and strengthening the plant-based industry.

The company’s product portfolio is extensive, spanning multiple categories including frozen ready meals, pizzas, noodle cups, meal kits, sauces, ice creams, and plant-based seafood. Wicked Kitchen's strategy has included key acquisitions to broaden its market presence, notably purchasing the plant-based seafood brands Good Catch (also founded by the Sarno brothers) in 2022 and Current Foods in 2023. These moves added sushi-grade tuna and salmon alternatives to their offerings, strengthening their position in the growing plant-based seafood segment. The business model focuses on making plant-based eating convenient and appealing by providing a diverse range of products that do not compromise on taste or texture, a philosophy they term "plant-pushers" rather than "meat-shamers" to attract a broad consumer base.