Super Bowl Sunday is almost here, and as the Cincinnati Bengals and the Los Angeles Rams gear up for the big game, Americans are getting ready to celebrate one of the most popular unofficial holidays of the year. Super Bowl celebrations are often accompanied by a feast of food including nachos, chips, and hot wings, but for plant-based viewers, there’s typically nothing more than celery sticks to indulge on. But new vegan brand LikeMeat is aiming to change this, debuting its vegan chicken wings at 3,600 Walmarts nationwide.

LikeMeat’s plant-based chicken wings feature a completely vegan, GMO-free, soy-based recipe that was developed to mirror the crunchy texture and savory flavor of real chicken wings. The Like Chick’n Wings will be sold in one-pound family packs that include a signature vegan buffalo sauce for either dipping or tossing. The latest addition to the plant-based chicken market will provide Americans with mouthwatering plant-based wings when chicken wing demand is at its highest demand.

Walmart’s bulk packaging will allow customers everywhere to try the new plant-based chicken product for an affordable price. Besides Walmart, people can find LikeMeat's plant-based wings at Sprouts, Sam’s Club, Target, and other retailers. Last year, Americans consumed nearly 1.4 billion wings, and LikeMeat intends to redirect a significant portion of these purchases to its plant-based alternative.

“We’re so excited to be partnering with Walmart; we’re in it to wing it,” Vice President of Marketing LikeMeat, a brand of the LIVEKINDLY Collective, Emily Klooster said in a statement. “We want to enlist Americans this year to make their game-day snacking plant-based without compromising on flavor—and having our delicious, party-ready Like Chick’n Wings available at a major retailer nationwide is the best way to accomplish our goal. It’s a wing-wing situation.”

Plant-based chicken has stolen the attention of consumers and businesses worldwide in recent years. Companies including Impossible and Beyond shifted their attention to developing plant-based chicken alternatives designed for both retail and foodservice distribution. The plant-based meat market is currently slated to exceed $24.8 billion by 2030, growing at an unprecedented 19.3 percent CAGR. Most remarkably, the plant-based chicken sector led the market in 2021, amounting to 34.1 percent of the 2021 valuation of $5.06 billion.

While the plant-based market is increasing, the poultry industry faces financial hardships. Wells Fargo released information this week that detailed how the cost of chicken wings is up by 14 to 26 percent in 2022 as compared to 2021. The recent price spike could encourage customers to try plant-based alternatives, especially now that approximately 42 percent of American consumers consider themselves true flexitarians.

Vegan Fried Chicken for The Super Bowl

LikeMeat aims to sell approximately 10 million of its vegan chicken wings over the Super Bowl weekend, meaning that the new plant-based product will be flying off the shelves. If Walmart sells out of the plant-based chicken wings, there are plenty of alternative options: Kentucky Fried Chicken (KFC) recently added Beyond Fried Chicken to all its locations nationwide. Partnering with Beyond Meat, the fast-food chain offers 6-piece and 12-piece meal options perfect for Super Bowl watch parties.

Impossible Foods released its plant-based chicken nuggets last year, following years of recipe development. The company also sells its bulk 13.5-ounce bag of chicken nuggets at Walmart for the low price of $6.48. Other vegan chicken brands including Daring – recently endorsed by NFL star Cam Newton – can also be found at retailers nationwide. Companies across the market have made it possible to eat cheaper and healthier when celebrating Super Bowl Sunday.

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