THIS Receives Investment from Television Broadcaster ITV, Announces Pieminister Collaboration
British alt meat brand THIS has announced two new developments — an investment from the UK’s largest commercial television broadcaster, ITV, and a collaboration with pie brand Pieminister. As part of its Media for Equity programme, ITV will subscribe for £1.5 million of shares in THIS, with the option to subscribe for two additional tranches of £1.5 million each. In return, the plant-based meat brand will receive advertising inventory on the broadcaster’s channels and streaming service. It marks the first time ITV has ever invested in a food company. The news follows a string of successes for THIS in 2023, including an international launch in the Netherlands, listings at Boots and WHSmith, and the recent launch of plant-based roast chicken for the holiday season. Earlier …