Plant-based meat brand THIS™ has announced that its award-winning THIS Isn’t Pork Sausages are launching at 19 IKEA restaurants across the UK.
The sausages will be served as part of IKEA’s new Veggie Sausage & Mash meal, which features three sausages with mashed potatoes, gravy, and a leek and cabbage mix. Costing just £4.95, the meal provides a sustainable option for IKEA customers to enjoy while they shop.
IKEA announced in 2020 that 50% of the main meals offered in its restaurants and 80% of its packaged food would be plant-based by 2025. The retail giant has also been taking other measures to make plant-based food more accessible and affordable, including making some popular plant-based dishes cheaper than comparable meat-based products.
“Two purpose-driven brands working together”
The partnership follows a successful year for THIS; the brand secured £20 million in Series C equity funding last year, before unveiling a new brand identity and updated packaging.
THIS also recently launched two new meat alternatives for Veganuary — THIS™ Isn’t Chicken Kyiv and THIS™ Isn’t Chicken Wings. The Kyiv is available chilled at Sainsbury’s, while the wings can be found in the frozen aisle at Asda and Morrisons.
“We’re thrilled to partner with IKEA to bring our sausages to even more people – two purpose-driven brands working together to serve great food,” said Mark Cuddigan, CEO of THIS™. “The only instruction you’ll need for our sausages is…eat them before someone else does!”
