SHICKEN, a UK producer of authentic Indian plant-based foods, is launching a range of prepared meals at the Netherlands’ largest grocery retailer, Albert Heijn.
Three SHICKEN products — Tikka Masala, Butter Curry, and Korma Curry — will be available in the frozen section at Albert Heijn stores across the country. The meals contain the brand’s new allergen-free plant-based roast chicken pieces, and are prepared by chefs using recipes handed down for three generations.
The launch aligns with Albert Heijn’s “Better for Nature & Climate” initiative, which aims to increase the availability of sustainable products to improve the retailer’s carbon footprint. Albert Heijn has reportedly expanded its plant-based range by over 30% in recent years, and claims that a quarter of its customers regularly buy plant-based products. The supermarket chain has also pledged to make 60% of its protein sales plant-based by 2030.
Capturing the flavours of India
SHICKEN was founded during the pandemic by husband-and-wife duo Parm and Satvinder Bains. Since then, the company has seen huge success, including securing £6 million in funding from nonprofit VC firm Veg Capital.
Earlier this year, SHICKEN unveiled its new plant-based chicken made with pea protein, claimed to be a category first as it is free of the top 14 allergens and made solely with British ingredients. In August, the brand’s Tikka Kebab gained a listing at Costco US after seeing a 15% sales increase at Costco stores in the UK and Europe.
SHICKEN now boasts a £2 million state-of-the-art manufacturing facility in Kent, and aims to achieve five times its current growth through further international expansion.
“We’re thrilled to bring Shicken Foods to Albert Heijn and to introduce our range to the Netherlands,” said Parm Bains, co-founder and CEO of Shicken Foods. “With our meals, we wanted to capture the flavours of India in a convenient, plant-based format that meets modern dietary needs without compromising on taste or authenticity. This partnership with Albert Heijn is a major milestone for us and speaks to the growing movement towards sustainable, plant-based living in the Netherlands.”
