Plant-based challenger brand, SHICKEN, is ramping up its distribution across the pond, landing listings of its Great-Taste Award-winning Tikka Kebab in Costco US.
SHICKEN will be the only UK plant-based brand in stores, following the huge success of its authentic Asian frozen meals offer in Costco UK over the past two years and expansion into Costco Iceland, Sweden and France earlier this year. The SHICKEN Tikka Kebab has become a Costco destination shop for customers, with sales of this line alone increasing by 15% across all stores in the UK and Europe over the last year.
The family-owned brand is one of the few UK plant-based offers to crack the US market, after making its debut in Sprouts Farmers Market Stores in January this year. The premium retailer now lists SHICKEN’s best-selling Tikka Masala, Jalfrezi, and Butter Curries, plus its Tikka Kebab Skewers, across 380 stores, spanning 23 states.
The SHICKEN launch in Costco US will initially cover stores in the north-west, with potential to expand to further regions, taking the potential opportunity across the entire Costco estate to over $40 Million in sales revenue.
Commenting on the Costco US expansion, Veg Capital and Veganuary Co-Founder, Matthew Glover, said: “We knew from the off that the growth potential for the SHICKEN range was huge – the dishes taste incredible and their passion and commitment to quality and plant-based innovation stood out from day one.
“We are over the moon to see SHICKEN land this fantastic US listing, as part of their growing international business with Costco.
“This is just the beginning of an exciting journey and we’re proud to see Parm, Satvinder and the team, flying the flag for ethical and sustainable plant-based food.”
SHICKEN co-founder, Parm Bains, said: “We are delighted about this major step in our exciting in partnership with Costco.
“Expanding into Costco’s domestic market is a game-changer, not just for coverage across the US, but further global markets, including Costco Canada, Mexico, Australia, Japan and Korea.
“The last year has really shaped the future of the business, as we continue to secure more shelf space across our global markets, through distribution gains and game-changing NPD – including our recent move to top 14-allergen free pea protein in all our recipes.
“SHICKEN exists to bring the nation’s favourite world food cuisines into an inclusive, convenient, sustainable plant-based offer, without compromising on restaurant quality authentic taste and we can’t wait to see where this exciting step will lead!”
