Among the many distinctive innovations coming from Wicked Kitchen is this trio of unusual pesto sauces. Living up to Wicked Kitchen鈥檚 mission for chefs to create plant-based foods with bold flavours, the pesto sauces were launched in 2020 to provide a vegan-friendly pesto option.听
The Wicked Kitchen range has pushed the boundaries with new unique pesto flavours: Pink Beetroot Pesto made from a blend of beetroot, cashews and roasted garlic with a hint of smoke,听 Orange Pumpkin Pesto featuring pumpkin, peppers and cashew nuts with lemon peel and curry powder; and Black Olive Pesto, made with black olives, basil, capers and cashew nuts with activated charcoal.听
Born in the UK in 2018, the plant-based brand created by chef brothers Derek and Chad Sarno has been expanding into the US as the biggest plant-based brand launch in US grocery history, and also across Northern Europe and Asia as it continues to grow.听 Initially only available exclusively in Tesco, the Wicked Kitchen has since launched in Asda.听听
CEO Pete Speranza said: 鈥淚t鈥檚 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.鈥听
Food innovation launches are relentless and most offer little disruption or change. We all know how tough it is to make them fly and most have short life spans. These pesto sauces from Wicked Kitchen enter a crowded competitive world. We know this is not a category breakthrough, or a game changer, but what we like about this is how hard it works to be relevant and distinctiveness. It blends a well-established food product/behaviour – pesto 鈥 with a range of bold and distinctive flavours to prompt reassessment or at least to be noticed. The fact they are plant-based is important, but it is not the only purpose. Sometimes plant-based brands think it is the only message they need to push. Here, the thinking seems to be to magnify quality, flavour and inspiration 鈥 the food truths! These flavours drive distinctiveness for the brand and intrigue for the consumer. Love the product colours, bold and standout, but natural and appetising. Wicked Kitchen is clearly an ambitious, growing brand, but it always seems to start with the two golden rules – great products, targeting a need or occasion and a clear brand fit. This mindset is key to sustainable brand success.听听
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