AUTHENTIC ASIAN plant-based challenger brand, SHICKEN is proud to present its award-winning products and latest innovation at the Plant-Based World Expo North America this September.

The UK-based challenger brand will be exhibiting its entire frozen meals range, including the best-selling, multi award winning SHICKEN Tikka Kebabs, launching into Costco US and its pioneering NEW ‘whole muscle’ meat-free chicken breast innovation. 

SHICKEN will be the only UK plant-based brand in Costco US stores, following the huge success in Costco UK over the past two years and roll-out to Costco Iceland, Sweden and France earlier this year. The SHICKEN Tikka Kebab has since 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. 

Founded by husband-and-wife duo, Parm and Satvinder Bains, SHICKEN 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. 

NEW SHICKEN Breast is a market-first ‘whole muscle’ plant-based product chicken alternative. This unique pea-protein-based ‘muscle tissue fibre’ replicates the taste, texture and flavour of meat, pre-coated in a variety of traditional sauce marinades, infused with authentic Asian and European flavours. 

Packing in 22g of protein per 100g serving, SHICKEN Breast is also high in fibre and free-from all 14 food allergens.  

Co-Founder and chef, Satvinder and the SHICKEN culinary team will also be giving a live cooking demo of the SHICKEN range at the event and the team welcomes visitors to pop over for a chat and check out the range at Stand 227. 

SHICKEN Co-Founder, Parm Bains, said: “We are delighted to feature our range at Plant-Based World Expo, off the back of our exciting business in Costco US and our latest SHICKEN Breast innovation.  

“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 business, as we continue to secure more shelf space across our global markets with game-changing NPD – including our recent move to top 14-allergen free pea protein in all our recipes, which will soon be available across our US range. 

“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 showcase our offer at this fantastic event.”