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.

Wicked Kitchen package design, ice cream novelties
Wicked Kitchen package design, meal pots
Wicked Kitchen mazin' mango sauce package design by ciulla assoc
Wicked Kitchen package design meat alternatives, plant based
Derek and chad sarno wicked kitchen chefs and founders collaborated with CIULLA ASSOC to bring bradn to the US market
Wicked Kitchen Orange pumpkin pesto sauce package design by CIULLA ASSOC
Wicked Kitchen Naked Burrito with beyond meat package design by CIULLA ASSOC
Wicked Kitchen brand identity CIULLA ASSOC
Wicked Kitchen Meat Alternative food photography
Vegan for meat eaters wicked kitchen tagline

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.