Asian Plant-Based Cuisine from SHICKEN

7th March 2024

With the UK Ethnic out-of-home market is estimated to grow by at least 20% over the next five years to £17bn, with 50% of us reducing our meat consumption out-of-home, Asian plant-based meals company, SHICKEN is launching a “first-to-market” Indian Mixed Grill dish, offering caterers a plant-based version of the popular Chicken Tikka and Lamb Seekh kebabs combo on their menu. These join the award-winning range of premium curries and kebabs SHICKEN available in the Foodservice channel, making it easy for diners to swap out meat, without sacrificing on the flavour and texture they crave in their favourite dishes.

Founded by husband-and-wife duo, Parm and Satvinder Bains, SHICKEN started out as a Direct-To-Consumer business, in their family kitchen during lockdown in 2020, before being discovered by Veganuary Campaign and VegCapital Founder, Matthew Glover. 

Thanks to traditional recipes passed down by Satvinder’s grandmother, the brand is set to achieve five times its current growth across catering, wholesale and retail channels spanning UK, European and US markets.

Expertly crafted with a blend of soya, wheat, and pea proteins, using a “unique technology for a succulent chargrilled chicken-like texture,” SHICKEN has a focus on natural plant-based ingredients and the finest authentic marinades. 

The SHICKEN range is also frozen for added convenience, making it easy for caterers to serve as part of a menu of tasty dishes that tick all the boxes. 

Parm and Satvinder have plans for growth, including an exciting innovation pipeline taking the brand into different plant-based Pan-Asian cuisines beyond SHICKEN’s core Indian offer.

Parm said: “The UK’s love for Indian Food continues to grow and doesn’t seem to be slowing down any time soon.  Despite the cost-of-living crisis, 27% of adults are still treating themselves with out of home food once a week and half of diners are looking to reduce our meat consumption with plant-based options.

“SHICKEN is all about bringing the nation’s favourite Asian cuisine into a convenient, sustainable plant-based offer, without compromising on restaurant quality authentic experience.

“There is a still a poor perception on meat-free when it comes to taste, with almost 50% of consumers believing meat alternatives taste poor**. Foodservice is a huge opportunity to shift this perception with the award-winning SHICKEN range and we are excited to share our offer with diners across the country.”