Shicken expands to Netherlands with plant-based Indian meals at Albert Heijn

NETHERLANDS – SHICKEN, a UK-based producer of plant-based Indian meals, is now offering its products at Albert Heijn, the largest supermarket chain in the Netherlands. 

The brand’s plant-based dishes, including Tikka Masala, Butter Curry, and Korma Curry, will be available in the frozen food section of Albert Heijn stores nationwide.

Each meal is made with SHICKEN’s newly developed allergen-free plant-based chicken, a product created using pea protein. 

The meals are prepared with traditional Indian recipes that have been passed down through generations.

This launch is part of Albert Heijn’s initiative to offer more sustainable food options. 

The retailer has committed to expanding its plant-based product selection by 30% in recent years. 

Aiming to reduce its carbon footprint, Albert Heijn plans to make 60% of its protein sales plant-based by 2030. 

The company has also reported that one in four of its customers regularly purchase plant-based items.

SHICKEN was founded by Parm and Satvinder Bains during the COVID-19 pandemic and has since grown significantly. 

The company recently secured US$7.5 million in funding from the nonprofit venture capital firm Veg Capital. 

Earlier this year, SHICKEN introduced a new plant-based chicken, made with pea protein, that is free of the 14 most common allergens and sourced entirely from British ingredients. 

The brand’s Tikka Kebab also saw success, landing a listing at Costco in the U.S. after a 15% increase in sales at Costco locations in the UK and Europe.

SHICKEN’s manufacturing operations are based in Kent, where the company recently invested in a US$2.5 million production facility. 

The brand has ambitious plans for growth, targeting a fivefold increase in its market presence through international expansion.

Parm Bains, co-founder and CEO of SHICKEN, commented on the new partnership, saying, “We are excited to bring our plant-based meals to Albert Heijn and introduce them to the Netherlands. Our mission is to offer convenient, authentic Indian flavors in a plant-based format that aligns with modern dietary needs, all without sacrificing taste or quality.”

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