THIS

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

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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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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

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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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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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THIS founders

Pete Sharman (L) and Andy Shovel, founders of THIS © THIS
Company News

THIS Becomes First UK Alt Meat Brand to Receive B Corp Status

Plant-based meat brand THIS announces it has become a certified B Corporation (B Corp), claiming the development makes THIS the first meat alternative brand to achieve the status in the UK. By becoming a B Corp, THIS joins more than 5,500 B Corp companies across 85 countries and  158 industries, with the common goal of transforming the global economy to benefit all people, communities, and the planet. Only a handful of alternative protein companies have earned the B Corp certification, including France’s HappyVore (ex-Les Nouveaux Fermiers) and California-based Ripple Foods. “This reflects just how big the UK can play in the global plant-based meat market, which is expected to be worth $15.8bn by 2028. It also shows the level of accountability and transparency the industry can employ,” …

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vegan turkey and stuffing baguette

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Retail & E-Commerce

Greggs Partners With THIS to Launch Vegan Turkey and Stuffing Baguette

UK bakery chain Greggs has joined forces with alt meat brand THIS to launch a vegan turkey and stuffing baguette for the festive season. The baguette contains plant-based turkey goujons with a sage and onion crust, along with vegan gravy and cranberry sauce. Available at all 2,200 Greggs locations, it is the chain’s second partnership with THIS, after the two brands began offering a vegan southern fried chicken baguette earlier this year. Another plant-based Christmas option on the menu at Greggs is the vegan festive bake, first offered in 2021. The puff pastry bake contains Quorn mycoprotein pieces, sage and onion stuffing balls, vegan bacon crumb, and sage and cranberry sauce. Greggs has been working to expand its vegan range since 2019, when the chain’s …

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THIS plant-based ready meals

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Products & Launches

THIS Enters Fourth New Category With Plant-Based Ready Meals

UK alt-meat brand THIS has launched three new plant-based ready meals at the country’s largest supermarket chain, Tesco. The range consists of This Isn’t Pork Meatballs & Spaghetti, This Isn’t Chicken Thai Green Curry, and This Isn’t Pork Sausages & Mash. The meals are high in protein, low in fat, and can be heated up in just four minutes. THIS says the products are aimed at a younger demographic, with research showing that those under 35 eat pre-prepared meals several times a week. Meat-reducers are the main target audience, rather than vegetarians or vegans. Entering new categories The ready meals mark THIS’ fourth new category entry in the space of just a year. The company launched a frozen range in June, and collaborated with WH …

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THIS plant-based beef

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Products & Launches

THIS Launches Plant-Based Beef With New Fat Substitute

UK alt meat brand THIS has launched its first plant-based beef alternatives — This Isn’t Beef Burgers and This Isn’t Mince. The brand told The Grocer that the burgers are made with “carefully selected pea protein and bespoke natural flavouring for a beefy and chargrilled taste”. They also feature an improved animal fat substitute made from olive oil. Called Fat 2.0, it is said to enhance the meatiness, taste, and succulent texture of the burgers. With the mince, THIS says it hopes to close the sales gap between plant-based and conventional varieties. Both products are a good source of fibre and are said to be lower in fat than their animal-based counterparts. Recent launches THIS has seen significant growth over the past year, launching a …

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Smoky bacon flavour chickpea puffs

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Sweets & Snacks

HIPPEAS and THIS Launch Smoky Bacon Flavour Chickpea Puffs

UK brand HIPPEAS has announced a collaboration with alt-meat producer THIS to launch limited-edition smoky bacon flavour chickpea puffs. The snacks are inspired by the meaty flavour of THIS’ plant-based bacon and lardons, which have both won Great Taste awards. They are fully plant-based and free of gluten, palm oil, and MSG. The chickpea puffs are also a good source of protein and fibre, and are compliant with the HFSS (high in fat, sugar, and salt) regulations which will come into force in the UK in October. As a result, their marketing will not be restricted, unlike many snacks deemed to be less healthy. Award-winning snacks The new limited-edition flavour is the sixth in Hippeas’ award-winning range, which also includes Salt & Vinegar Vibes, Sweet …

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THIS sandwiches WH Smith

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Products & Launches

UK: THIS Becomes “First-Ever” Plant-Based Partner for 230-year-old WH Smith 

UK plant-based producer THIS is launching a range of three sandwiches and snacking pots into WH Smith travel stores. With the alt meat offering hitting shelves this week, the launch marks the first time the retailer has partnered with a plant-based brand.  Entering the emerging plant-based food-to-go segment, THIS – the UK’s fastest-growing alt meat company – will showcase its newly reformulated alt chicken pieces in the sandwiches. WH Smith is a 230-year-old UK high street retailer whose travel stores in railway stations, airports, and motorway service stations provide a perfect retail platform for vegan on-the-go solutions.  The sandwich range will feature This Isn’t Chicken & Sweetcorn, This Isn’t Chicken & Stuffing, and This Isn’t Coronation Chicken, as well as a snack pot range comprising …

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Products & Launches

THIS Launches New Range Into Fast-Growing UK Frozen Plant-Based Meat Category

THIS is launching into a new category with a range of frozen plant-based food products. With claims to be the UK’s fastest-growing alt meat company, THIS is expanding into the also fast-growing vegan frozen food segment with a range of products aimed at younger audiences and driving market growth. The new frozen range includes: THIS Isn’t Chicken Tenders, THIS Isn’t Pork Sausages and THIS Isn’t Chicken Nuggets, now available via Sainsbury’s stores across the UK. Through its own market research, THIS has found its brand and range of chilled plant-based products over-index with younger audiences, including pre-family and young professionals, so it states its new frozen products will be aimed at attracting more younger audiences into the frozen category. The products use a similar combination …

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A bacon sandwich

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Fundraising

THIS Smashes £4M Crowdfunding Target In Under 2 Hours 

THIS, the fastest-growing plant-based meat brand in the UK, has launched a record-breaking crowdfunding campaign. The brand hit its £4 million target within 1 hour and 40 minutes whilst under pre-registration, becoming one of the fastest campaigns to raise such an amount on the Seedrs platform.  Since opening publicly the crowdfunding campaign has now risen to almost £5.8 million, making it already one of the largest conducted on the private investment platform. The raise will be live until mid-July, giving private investors the opportunity to buy into THIS from just £10. The crowdfunding will support the vegan brand’s innovation, marketing, and first international expansion.  With plans to open a new innovation center in West London this year, THIS is now the fastest-growing plant-based meat brand …

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Fundraising

THIS – Fastest Growing Alt Meat Brand in UK – Launches Crowdfunding Campaign

The UK’s fastest-growing plant-based meat brand, THIS, has launched a crowdfunding campaign to help accelerate its continued growth. The award-winning alt meat brand is expected to launch one of the largest campaigns on the Seedrs crowdfunding platform, offering consumers investment opportunities for as little as £10. THIS recorded 333% YOY net sales growth in 2021, outperforming its rivals in the increasingly competitive plant-based meat category. The new campaign will help fund the brand’s R&D and marketing, as well as its first international expansion. THIS also announced the opening of a state-of-the-art innovation center in West London this summer.  THIS is currently listed in the top UK supermarkets with 10,000 distribution points, stocking its range of plant-based chicken, bacon, and sausages. The brand states that a …

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Products & Launches

NXT LVL PZA Partners With Biggest Names in Vegan Meat For “Secretly Vegan” Pizzas

Brand new London pizzeria NXT LVL PZA is partnering with some of the biggest names in plant-based meat including Heura, Meatless Farm, Beyond Meat, and THIS, to create pizzas that are “secretly vegan” in order to encourage omnivores to switch to a plant-based diet and take pizza to the NXT LVL. Market first The company’s unique branding is based around gaming culture, and it has been confirmed that NXT LVL is the first and only outlet in the UK at present to use Pleese Cheese – New York’s game-changing pizza cheese created without dairy, soy, seeds, or gluten. The new venture sets out this week at its first delivery-only location in London with aptly named products such as: The Pac Mac – with Beyond Meat …

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THIS / Caffé Nero

©THIS / Caffé Nero
Products & Launches

THIS Launches Plant-Based Turkey Panini at 700 Caffé Nero Locations Across UK 

Rapidly growing plant-based producer THIS has launched a vegan Christmas sandwich with UK high street coffee chain Caffé Nero. The Vegan Festive Feast Panini is available now in 700 sites across the UK. Known for what it calls “hyper-real food”, THIS is one of the UK’s leading plant-based meat producers. The new vegan offering at Caffé Nero features THIS plant-based turkey, cranberry and port sauce, and fresh spinach leaves, costing £4.60. Caffé Nero also offers a vegan meatball panini at most locations.  THIS recently secured an £11 million Series A round – the largest ever for a UK-based alt meat brand – and is stocked in over 8,900 retail distribution points including all four of the UK’s major grocers, despite only launching in 2019.  The …

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