THIS, creators of what it claims to be the “world’s most realistic plant-based chicken and bacon”, is launching its product range into foodservice company Brakes. THIS Isn’t Bacon was awarded a Great Taste Award with one judge apparently saying that THIS is “like methadone for ex-bacon loving vegetarians!”
According to Mintel, sales of meat alternatives across the food sector were up 40% to an estimated £816 million last year. In response to this rise, Brakes will launch THIS Isn’t Bacon rashers, THIS Isn’t Chicken Salt & Pepper pieces, and THIS Isn’t Chicken Goujons – offering the “hyper-realistic” plant-based meat to restaurants, pubs, cafés, schools and hotels across the UK.
Commenting on the announcement, Andy Shovel, Co-founder of THIS stated: “Our partnership with Brakes signifies THIS™ going truly mainstream. Brakes is the largest wholesaler in the UK and we’re chomping at the bit for the chance to start working with its expansive network and shaking up more meat-free menus across the country.”
Charlotte Laity, Category Manager at Brakes said: “We are pleased to add THIS™ to our growing portfolio of plant-based suppliers and look forward to helping the brand as it continues to grow in popularity. THIS™ is a young, innovative and modern plant-based brand and its fantastic ‘chicken’ and ‘bacon’ alternatives will add a further point of difference to our burgeoning selection of meat alternatives.”
THIS™ is one of the fastest growing food businesses in the UK with products in over 1200 outlets across the UK in just seven months – including national listings with Waitrose (200 stores), Holland & Barrett (665 stores), Ocado, Honest Burger, Patty & Bun, Barburrito, PURE, and Coco Di Mama.