News
US expansion: SHICKEN secures major listing with Costco
Following the success of its frozen range of Asian meals in Costco UK stores, SHICKEN’s Tikka Kebabs will be the only UK plant-based product listed by Costco US.
The launch in Costco US will initially cover stores in the North West, with the potential to expand across the retailer’s entire estate of around 600 stores. SHICKEN products also became available in Costco stores in Iceland, Sweden and France earlier this year.
SHICKEN first entered the US market in January 2024 after making its debut in Sprouts Farmers Market Stores. The premium retailer now lists three of the brand's signature curries, as well as its Tikka Kebabs, across 380 stores in 23 states.
Founded by husband-and-wife duo Parm and Satvinder Bains during lockdown in 2020, the brand was discovered by Veganuary and Veg Capital founder Matthew Glover. SHICKEN now manufactures from a £1m facility in Kent, while its products are exclusively made using pea proteins from peas grown on East Anglian farms.
‘Flying the flag for ethical, sustainable food’
Commenting on the Costco US expansion, Glover said: “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.
“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.”
Meanwhile, Parm Bains described the listing as a major step for the business and in its partnership with Costco.
“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,” he added.
“The last year has really shaped the future of the business, as we continue to secure more shelf space across our global markets, through distribution gains and game-changing NPD – including our recent move to top 14-allergen free pea protein in all our recipes.
“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.”
In other news, Mars has reached a deal to acquire snack brand Kellanova for $29bn, according to a new report in the Financial Times.
