
Wicked Kitchen: Disrupting the U.S. Market with a Bold Plant-Based Brand
WICKED KITCHEN | U.S. BRAND LAUNCH
First released in the U.K., Wicked Kitchen has expanded to the U.S. with a range of chef-crafted, game-changing, plant-based products.
Building a Packaging System for National Expansion
When Wicked Kitchen set out to expand into the U.S. market, they partnered with CIULLA ASSOC to develop a cohesive packaging design system and brand guidelines for their U.S. launch. The rollout spanned approximately 3,000 retail locations, including:
Kroger, the nation's leading grocery retailer.
Sprouts Farmers Market, one of the fastest-growing natural and organic grocers.
Our goal was to ensure that Wicked Kitchen's brand identity was visually consistent, engaging, and impactful across multiple product categories and various retail channels.
Designing for a Fast-Growing Plant-Based Market
With more than 10 million Americans adopting a plant-based diet, Wicked Kitchen needed a strategic packaging architecture that could:
Maintain brand consistency across a diverse range of 35+ SKUs.
Stand out on shelves in the highly competitive plant-based food category.
Adapt seamlessly to new product innovations and retail channels.
The product lineup included plant-based pizzas, ice creams, meal pots, kits, sauces, frozen meals, and meat alternatives—each designed to align with Wicked Kitchen’s bold, flavorful brand identity.
The Takeaways
Strong packaging architecture is essential for plant-based brands entering new retail markets.
Consistency across SKUs builds brand equity and strengthens shopper recognition.
Retail-ready packaging strategies help brands scale quickly in major grocery chains.
The plant-based market is rapidly expanding, making design differentiation a key competitive advantage.
Partner with CIULLA ASSOC for Brand Growth
At CIULLA ASSOC, we specialize in CPG branding and packaging design that helps food & beverage brands expand, scale, and succeed in competitive markets. Whether you’re entering new retail channels, launching plant-based innovations, or revamping your brand identity, we create strategic, impactful designs that drive results.