From Niche to Mainstream, Brand Creation for Vegan Food Range

Elmwood – Tesco Wicked Kitchen

“ In 2017, one of the most striking food trends was flexitarianism. Tesco wanted to take vegan food from niche to mainstream by filling the gap in ready meals and food-to-go. Tesco wanted to inspire and excite their customers with Wicked Kitchen. To do this we focused on the artistry, craft and precision involved in each dish. Our big idea for the brand was grabbing veg by the bulbs. Something that would capture the spirit of the Sarno brothers and their no compromise love of big, bold flavours. A colourful and vibrant brand that would be delivered with bags of edge and attitude that allows vegetables to take centre-stage. Tesco has doubled its sales forecast for the brand.