THIS

THIS new brand identity

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Marketing & Media

THIS Reveals New Brand Identity With Updated Packaging

UK plant-based meat brand THIS has unveiled a new brand identity developed in partnership with London-based design agency Kuba & Friends. The updated branding retains the company’s signature logo with a hand holding a fork, making it more consistent on packaging and across all touchpoints. The typeface also remains the same, though the trademark symbol has been moved and is now within the S of the brand name. A blue sky with clouds has been added to product packaging, symbolising a “new dawn in plant-based food”, and meal shots have been replaced with product close-ups. THIS’s website and social media will also be refreshed. With its distinctive look and feel, the new brand identity aims to capture THIS’s “irreverent tone of voice”, reflecting the brand’s …

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THIS and Dell'Ugo launch plant-based ravioli

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Products & Launches

THIS Partners With Dell’Ugo to Launch Plant-Based Ravioli

UK plant-based meat brand THIS has partnered with premium fresh pasta company Dell’Ugo to launch two new plant-based ravioli products. The first variety, Dell’Ugo THIS™ Isn’t Bacon & Cheese Ravioli, contains THIS’s plant-based bacon lardons with dairy-free gouda. The second, Dell’Ugo THIS Isn’t Chicken & Pesto Ravioli, is made with THIS’s chicken-style pieces and PDO Genovese basil pesto. Dell’Ugo already offers several Italian products that are suitable for vegans, including pasta, gnocchi, bread, and sauces. However, the new launches mark the first time the brand has offered a range containing plant-based meat. CEO of Dell’Ugo Sophia Cooke, comments, “We have been active in the vegan world for a number of years and were the first to launch fresh filled plant based vegan pasta. Over the …

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THIS plant-based chicken thighs

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Investments & Finance

THIS Secures £20M in Series C Equity Funding from Planet First Partners

Fast-growing brand THIS, known for its “hyper-realistic” plant-based meats, today announces it has closed a Series C equity funding round of £20 million through a combination of primary and secondary equity financing via Planet First Partners. Planet First Partners is described as a growth equity investment platform dedicated to scaling tech-enabled businesses that blend a purpose-driven mission with profitable growth and a people-centric culture. As an Article 9 fund under the EU’s Sustainable Finance Disclosure Regulation (SFDR), it invests in organisations making substantial contributions to environmental or social objectives. With Limited Partners’ commitments totaling 450 million euros, the fund is supported by a mission-aligned advisory board comprising global business and political leaders. The news comes amid an E.coli scare in the UK whereby two large-scale …

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THIS plant-based chicken thighs

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Meat- and Fish Alternatives

THIS Launches Hyper-Realistic Plant-Based Chicken Thighs With Seaweed “Skin”

UK plant-based meat brand THIS has launched what are claimed to be the first plant-based chicken thighs to be available in supermarkets across the country. Described as “hyper-realistic”, the plant-based thighs combine three patent-pending technologies to replicate the complex three-dimensional structure of meat. Extrusion technology is used to give soy and fava bean protein a fibrous meat-like texture, olive oil-based fat provides juiciness, and a seaweed layer replicates the structure and texture of chicken skin. The plant-based chicken thighs are sold in packs of four and can be pan-fried or oven-cooked. They are high in protein and fibre, and can be used in dishes such as traybakes, burgers, and curries. “Reinventing plant-based dining” THIS has already launched three other plant-based chicken products this year — …

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Pieminister Banger & Bean Handy Pie

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Products & Launches

Pieminister Partners With THIS to Launch Vegan Sausage & Bean Handy Pie

British pie company Pieminister has partnered with plant-based meat brand THIS to develop a new product, the sausage roll-shaped Banger & Bean Handy Pie. Designed to be eaten on the go, the pie contains THIS™ Isn’t Pork sausages, haricot and cannellini beans, and smoky tomato sauce, all encased in flaky pastry. It takes 15 minutes or less to heat up, and can also be eaten cold. Unlike many competitors, the pie is said to have generous quantities of filling, with no “dreaded air pocket”. The new launch follows the success of Pieminister’s previous collaboration with THIS; last year, the companies co-developed the THIS Isn’t a Chicken and Bacon Pie, featuring plant-based meat in a smoky, creamy sauce. Like THIS, Pieminister is a certified B Corp, …

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THIS™ Isn’t Chicken Shawarma packshot

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Meat- and Fish Alternatives

THIS and Planted Launch Plant-Based Chicken NPDs in UK as Vegan Chicken Market Soars

This week, two behemoths in the world of plant-based meats — THIS of the UK and Planted of Switzerland — this week both launch vegan chicken formats in the form of Asian rotisserie-style meat products. According to Global Market Insights, the market for plant-based chicken is projected to grow with a CAGR of 16% to 2032. THIS, the UK’s fastest-growing food brand (Alantra, Fast 50, 2022), this week reveals its latest NPD, THIS™ Isn’t Chicken Shawarma. Based on its THIS Isn’t Chicken Pieces recipe, THIS has leveraged its “chicken-iest” tasting vegan chicken pieces for the shawarma pieces, created with soy and fava bean protein, with a blend of spices including smoked paprika, cumin, coriander seed, cassia, ginger, mint and cayenne pepper. THIS claims that THIS …

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THIS CEO Mark Cuddigan

Mark Cuddigan. Image courtesy of THIS.
People

THIS Appoints Former Ella’s Kitchen CEO Mark Cuddigan to Lead Company into Next Chapter

UK alt meat producer THIS has appointed Mark Cuddigan, the former CEO of organic baby and toddler food brand Ella’s Kitchen, as its new CEO. After joining Ella’s Kitchen in 2011, Cuddigan increased the company’s revenue from £41 million to £100 million. He is also involved in the B Corp movement, having sat on its B Lab Board for almost five years and gaining B Corp accreditation for Ella’s Kitchen in 2016 (THIS is also a B Corp, and became the first British alt meat brand to be certified in 2022). THIS founders Andy Shovel and Pete Sharman — who are currently serving as co-CEOs — will step down on February 19. They will remain involved in the business at Board level, and will support …

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THIS Isn't Chicken Breast

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Meat- and Fish Alternatives

THIS Celebrates Veganuary With New Plant-Based Chicken Breasts and Frozen Mince

UK alt meat brand THIS is celebrating Veganuary with the launch of two new retail products — THIS Isn’t Chicken Breast and frozen THIS Isn’t Beef Mince. Made from soy and pea protein, the plant-based chicken breasts can be oven-cooked or pan-fried. They are now available at Tesco. The frozen mince is a reformulated version of THIS’ popular chilled mince, and is made from soy protein. It joins the brand’s existing frozen range, which features plant-based chicken pieces, tenders, and pork sausages. The mince, which is high in protein and low in saturated fat, is now available at Morrisons. THIS has also partnered with BrewDog for Veganuary, helping the brewery chain launch a range of new menu options. This includes what are claimed to be …

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ProVeg vegan sausages

Image: ProVeg International

Meat- and Fish Alternatives

Overcoming Challenges and Grasping Opportunities in Plant-Based Meat

What does the future hold for plant-based meat? This is by no means an easy question, but one that the food industry is racing to find the answers to. In its latest New Food Hub podcast, ProVeg International’s Gemma Tadman explores the plant-based meat space with Andy Shovel, Co-founder of THIS. In the short interview, the pair discuss the evolving market for plant-based meat, as well as the accompanying challenges and opportunities. Mimicking the meat experience During the podcast, Tadman asks Shovel about crucial factors in attracting flexitarian consumers to plant-based meat products. Shovel explains that it is imperative for products intended to replicate animal-based meats to mimic the taste, texture, and flavour of those products. So, how does THIS make sure its offerings achieve …

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Skin-on vegan chicken wings

© THIS/BrewDog
Meat- and Fish Alternatives

THIS Partners With BrewDog for “Europe’s First” Skin-On Vegan Chicken Wings

THIS, a UK-based producer of hyper-realistic meat alternatives, has launched what are claimed to be Europe’s first skin-on vegan chicken wings in partnership with brewery and pub chain BrewDog. The wings are made from soy and pea protein, combined with THIS’ olive oil-based fat technology. They are coated with a crispy seaweed-based “skin”, emulating the taste and texture of conventional chicken wings for an “unparalleled sensory experience”. While most chicken alternatives mimic white meat, THIS claims that the product is the first product to replicate darker cuts such as wings and thighs, which offer a different texture. The wings have been developed following two years of R&D, and feature three patent-pending technologies. 50% plant-based menu The wings are available as a limited-edition Veganuary menu option …

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THIS plant-based chicken pieces new recipe

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Meat- and Fish Alternatives

THIS Upgrades Plant-Based Chicken Pieces, Cutting Ingredients List by 50%

THIS, a UK  company that describes itself as “a plant-based food brand for meat-lovers”, has launched a new and improved version of its plant-based chicken pieces. Developed after 18 months of R&D, the new recipe is described as “tender, succulent, and tasty”. It is also simpler than the original recipe, with the ingredients list cut by 50% and various additives removed. According to THIS, the chicken-style pieces have “the most fibrous texture yet”, while remaining low in saturated fat and high in protein and fibre. It comes after THIS previously upgraded its beef-style burgers in August, accompanying the relaunch with a campaign challenging Beyond Meat. “This recipe is now so similar to chicken, I wouldn’t be surprised if Mel Gibson wanted to do its voice-over,” …

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THIS founders

Pete Sharman (L) and Andy Shovel, founders of THIS © THIS
Investments & Acquisitions

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 …

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THIS Isn't Roast Chicken and Stuffing

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Products & Launches

THIS Launches Limited Edition Plant-Based Roast Chicken & Stuffing

After 12 months of R&D, UK alt meat brand THIS has launched a new product — THIS™ Isn’t Roast Chicken & Stuffing. The plant-based chicken crown is made from soy and pea protein, with stuffing in the middle and a sage and garlic melt topping. The limited-edition product is said to be ideal as a centrepiece for a festive meal or a Sunday roast. Another seasonal product by the company, THIS™ Isn’t Pork Pigs In Blankets, is also set to return to supermarket shelves for the third year in a row in the coming months. The news comes as THIS reports that its revenue is forecast to hit £20 million this year, up by over 50% compared to 2022. Furthermore, THIS is now the UK’s …

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Netherlands THIS Bacon Packshot

Image courtesy of THIS
Meat- and Fish Alternatives

THIS Secures First International Listings with the Netherlands’ Largest Supermarket Chain

UK alt meat brand THIS announces its first international launch through an exclusive partnership with Albert Heijn, the Netherlands’ largest supermarket chain. Four of the brand’s best-selling plant-based meats, THIS Isn’t Beef Burgers, THIS Isn’t Chicken Pieces, THIS Isn’t Pork Sausages, and THIS Isn’t Streaky Bacon, will be available across 430 Albert Heijn stores from the 11th of September. The debut of THIS products in the Netherlands marks a significant milestone for the brand as it continues to succeed in the plant-based food industry with its realistic alternatives. At the beginning of the year, the food tech company secured £15 million to increase its R&D capabilities, consolidate supply chains, and expand overseas. Its recent launches in the UK include THIS Isn’t Beef Burgers and three on-the-go products featuring the brand’s famous bacon …

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© THIS
Meat- and Fish Alternatives

THIS Takes on Beyond Meat with Upgraded THIS Isn’t Beef Burgers

THIS, known for bringing realistic plant meats such as bacon and sausages to mainstream supermarket shelves across the UK, launches new and improved THIS™ Isn’t Beef Burgers, at the same time challenging Beyond Meat with another cheeky campaign. As part of in-store and paid digital campaigns using the tagline “THIS™ is beyond tasty”, the UK brand is challenging its US competitor whose products it outprices in its home turf by around £1 per unit. A cheeky swipe According to THIS, the company has seen a 30% YOY growth in the past six months and was named as the UK’s fastest-growing food or drinks company by Alantra. “In comparison, Beyond Meat grew at 8.4% over the same period, adding only a third of the value to …

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THIS launches new on-the-go SKUs including plant-based chicken and bacon salad

Image courtesy of THIS
Products & Launches

THIS Expands On-The-Go Range With New Alt Meat Options Listing at Boots and WH Smith

UK alt meat brand THIS announces the launch and listings of new on-the-go products — two salads and one wrap — to offer more alternatives for commuters on-the-go at stores, shopping centres, train stations, and airports.  Of the three NPDs, two debuted at Boots nationwide on the 10th of July as part of the retailer’s Meal Deal — THIS Isn’t Chicken Korean-Style Noodle Salad, and THIS Isn’t Chicken & Bacon Pasta Salad. Two on-the-go options launched at WH Smith last Thursday — THIS Isn’t Chicken & Bacon Wrap, and THIS Isn’t Chicken & Bacon Pasta Salad. This time last year, THIS launched a range of three sandwiches and snacking pots into WH Smith, marking the first time the 230-year-old retailer partnered with a plant-based brand. “Gone …

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La Vie bacon close up

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Meat- and Fish Alternatives

The Technology Behind the Success of Carnivore-Fooling Vegan Bacon

By channeling cutting-edge technology, food tech companies make vegan bacon that looks, tastes and feels like pork bacon, convincing flexitarians and carnivores alike. Crispiness, moisture, bite, and flavor are the top challenges R&D and scientific teams must overcome to win over consumers. According to Coherent Market Insights, vegan bacon is becoming increasingly popular because companies have developed healthier alternatives. The global vegan bacon market is expected to grow at a CAGR of 6.6% between 2022 and 2032, totaling around US$ 2,425.4 million by 2032. Let’s look at the technology behind some of the most popular brands of vegan bacon. Hooray Foods — emulsion tech San Francisco-based Hooray Foods launched its first plant-based bacon in 2020, claiming that it rivaled the taste and texture of pork …

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THIS founders

Pete Sharman (L) and Andy Shovel, founders of THIS © THIS
Investments & Acquisitions

THIS Raises £15M in Series B Funding, Plans International Expansion

UK alt meat brand THIS has secured £15 million in a Series B round, as it reveals that an international expansion may be on the cards. The raise includes over £10 million from institutional investors such as Lever VC, BGF, and Five Seasons Ventures. The £4.7 million raised in last year’s crowdfunding campaign — whose target was exceeded in under two hours — is also included. THIS says it plans to use the funding to expand overseas this year, along with increasing R&D capabilities, consolidating supply chains, and conducting outdoor advertising campaigns. The company’s annual revenue has now reached £24 million, and it was recently named the UK’s fastest-growing food and drink brand by financial services firm Alantra. Best-selling meat alternatives The news follows a …

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© La Vie

Marketing & Media

10 Times Vegan Brands Took on the Food Industry With Provocative Ad Campaigns

In a week where allplants and THIS in the UK, as well as Eat Just in the US, have challenged their counterparts with disruptive ad campaigns; we take a look at ten plant-based brands that have taken on the food industry over the past 12 months, causing the public to consider their food purchasing choices through the use of thought-provoking factual information or humor. And, in one case, nudity. 1. allplants, UK This week, vegan meal delivery service allplants has announced it is “taking a stance to break the industry free from ultra-processed foods with wholefood plant power”. The company has erected billboards in the UK comparing the ingredients in an allplants dish to those in a supermarket ready meal, after conducting a survey showing …

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THIS Isn't Streaky Bacon

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Meat- and Fish Alternatives

THIS Isn’t Streaky Bacon to Launch in 3,000 UK Supermarkets for Veganuary

UK plant-based meat business THIS launches THIS Isn’t Streaky Bacon which it says offers more hyper-realism than its widely sold THIS Isn’t Bacon, into almost 3,000 Tesco, Sainsbury’s and Waitrose stores from January. THIS says that the new product has three separate patent applications, including THIS’s plant-based fat, Fat 2.0, made from olive oil, to create a smoky, streaky vegan bacon product which it says will remain succulent when faced with high heat, and even crisp and brown, while offering 17 kcal per rasher. The new product will be made available to UK food service; restaurant group Bill’s has been announced as the first operator to pick up the vegan bacon, which will serve it as part of the Plant Plate, a plant-based Full English …

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