Asian-inspired plant-based brand SHICKEN announces that its award-winning Tikka Kebab has gained a listing at Costco US, following the brand’s huge success at Costco UK and its expansion into Costco Iceland, Sweden, and France earlier this year.
According to SHICKEN, sales of the Tikka Kebab have risen by 15% at Costco stores in the UK and Europe over the past year. SHICKEN will now reportedly become the only UK plant-based brand in Costco US stores, initially launching at locations in the northwest with the possibility of expanding into other regions. The potential opportunity across the entire Costco estate is said to be over $40 million in sales revenue.
“We knew from the off that the growth potential for the SHICKEN range was huge”
The launch comes after SHICKEN secured listings at another US chain, Sprouts Farmers Market, earlier this year. The brand’s Tikka Masala, Jalfrezi, and Butter Curries, along with its Tikka Kebab Skewers, are now available at 380 of the retailer’s locations in 23 states. This makes SHICKEN one of just a few UK plant-based brands to successfully launch on the US market.
“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,” said Veg Capital and Veganuary co-founder Matthew Glover.
“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.”
Game-changing expansion
Earlier this year, SHICKEN unveiled what it described as a category first- a plant-based chicken recipe free from the top 14 allergens– created solely with British ingredients at a certified allergen-free site. The reformulation involved switching from soy and wheat to pea protein, sourced from peas grown in East Anglia.
With an additional £4 million from previous investor Veg Capital firmly under the belt this spring, bringing the total to date of £6 million from the ethical VC firm, the family company continued its global moves. Plans were announced to invest the fresh capital into the unique manufacturing facility in Kent, providing the capacity to produce branded and private-label products for retail and food service.
“We are delighted about this major step in our exciting partnership with Costco,” said SHICKEN co-founder Parm Bains. “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.
“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!”
