Tesco: Wicked Kitchen

Wicked Kitchen, a plant-based ready meal brand made exclusively for supermarket Tesco, launched its brand with packaging that featured a chef’s knife, alluding to skilled chefs, to increase sales in the UK.

Design consultancy: ElmwoodAdvertiser: Tesco

Executive Summary

Veganism and flexitarianism (a mainly vegetarian diet with a little fish or meat) was on the rise. In fact, in 2017 flexitarianism was one of the most striking food trends, with one in three people saying they were trying to reduce their meat intake.

In response to this trend, Tesco decided to offer its customers wider choice and more plant-based food options in the ready meals and food-to-go aisles. So they partnered with chef brothers Chad and Derek Sarno, co-founders of the US-brand Wicked Healthy. Using their culinary expertise the two...

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