Wicked Kitchen
Wicked Kitchen is a company.
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Leadership Team
Key people at Wicked Kitchen.
Wicked Kitchen is a company.
Key people at Wicked Kitchen.
# High-Level Overview
Wicked Kitchen is a chef-driven, plant-based food company that designs and distributes a diverse portfolio of frozen, refrigerated, and shelf-stable food products across North America and Europe[1][2]. Founded by chef brothers Derek and Chad Sarno, the company targets flexitarians—consumers who eat primarily plant-based diets but aren't strictly vegan—by emphasizing culinary quality and taste rather than dietary ideology[4].
The company's mission centers on creating "amazing foods that work towards improving the environment and the lives of humans, animals, and sea life everywhere by inspiring the world to eat more plants."[1] Wicked Kitchen solves a critical gap in the plant-based market: the absence of gourmet, chef-curated alternatives that appeal to mainstream consumers seeking convenience without sacrificing flavor. With over 150 products available in the UK and more than 50 in the US, distributed across 20,000+ retailers globally, the company has achieved significant scale while maintaining its culinary-first positioning[2].
# Origin Story
Wicked Kitchen was founded in 2017 by brothers Chad and Derek Sarno, both experienced chefs with a shared vision to revolutionize plant-based cuisine[1][3]. The company initially functioned as an R&D engine for Tesco, the UK's largest grocery chain, where it developed products across multiple categories with the goal of introducing plant-based options in every store section[4]. This partnership proved pivotal: Wicked Kitchen successfully launched over 150 products in the UK market before expanding to the United States in 2021[1].
The company's early traction was remarkable. By 2023, US distribution had tripled to more than 6,500 retail locations, including major chains like Kroger, Sprouts Farmers Market, Giant, Publix, and 7-Eleven[1]. In 2022, the company acquired Good Catch, a plant-based seafood brand co-founded by the Sarno brothers, extending Wicked Kitchen's portfolio into frozen and ambient seafood products[1]. Most recently, in a strategic consolidation move, Wicked Kitchen (along with Good Catch and Current Foods) was acquired by Ahimsa Companies, positioning the brand within a larger plant-based industry ecosystem while the Sarno brothers remained as stakeholders[2].
# Core Differentiators
# Role in the Broader Plant-Based Landscape
Wicked Kitchen operates at the intersection of two powerful trends: the rapid expansion of the plant-based food market and the consolidation of the industry around quality-focused brands. The company exemplifies a shift away from "alternative" positioning toward culinary legitimacy—proving that plant-based foods can compete on taste and convenience rather than health or ethics alone.
The timing has been favorable. Consumer demand for plant-based options has grown substantially, yet most offerings remain positioned as substitutes rather than standalone culinary experiences. Wicked Kitchen's chef-driven approach and premium positioning address this gap, influencing how the broader industry thinks about product development. The Ahimsa Companies acquisition signals that consolidation is reshaping the sector, with larger platforms acquiring specialized brands to build comprehensive portfolios—a pattern that benefits established players like Wicked Kitchen with proven distribution and brand equity.
# Quick Take & Future Outlook
Wicked Kitchen is positioned as a category leader in chef-curated plant-based foods, with the infrastructure and brand recognition to capture significant share as plant-based consumption becomes mainstream. Under Ahimsa Companies' ownership, the company plans to expand to additional retailers, enhance foodservice offerings, and invest further in innovation[2]. The Sarno brothers' continued involvement—with Chad serving as chief culinary officer and Derek focusing on long-form cooking content—suggests the brand will maintain its culinary authenticity while scaling operationally.
The company's future hinges on whether it can sustain premium positioning while achieving mass-market distribution. Success requires balancing gourmet appeal with the convenience and price points that drive mainstream adoption. As plant-based eating transitions from niche to normalized, Wicked Kitchen's combination of culinary credibility, established distribution, and strategic backing positions it to influence how consumers experience plant-forward eating globally.
Key people at Wicked Kitchen.
