Plant-based food company THIS™ is launching its new Super Superfood product line in UK supermarkets, marking a shift from its previous focus on meat alternatives to whole-food protein products. The range includes the Super Block and Marinated Pieces, which will be available from April 28 in Tesco and Ocado, followed by Waitrose and Sainsbury’s in the coming weeks. The products are priced at £3.95 each.
“After 5.5 years of focusing on ‘THIS ISN’T,’ this is our first-ever ‘THIS IS’ product”
The Super Block is a high-protein, plant-based block made from fava bean protein, seeds, and vegetables. Each 250g block contains 18g of protein per 100g, along with a source of iron, Omega-3, and fiber. Shiitake mushrooms contribute to its firm texture and natural umami flavor. The Marinated Pieces, weighing 180g, feature the same core ingredients and are infused with a lemon and herb marinade for added flavor.
A new direction for THIS
Andy Shovel, the founder of THIS™, shared his excitement about the product’s launch on LinkedIn, noting that the Super Superfood range is the result of two years of research and development. “After 5.5 years of focusing on ‘THIS ISN’T,’ this is our first-ever ‘THIS IS’ product. There’s nothing quite like it on the market. It’s more nutritious, more flavorful, and higher in protein than tofu, with a totally unique texture compared to any other plant-based product.”
This product release marks a departure from THIS™’s earlier focus on hyper-realistic plant-based meat alternatives, such as chicken wings, sausages, and chicken thighs. It also aligns with the company’s recent rebranding to represent a “new dawn in plant-based food.”
Expanding offerings
In addition to the Super Block and Marinated Pieces, the company has confirmed plans to release additional products under the Super Superfood range.
Mark Cuddigan, CEO of THIS, told Food Manufacture, “We’re giving consumers more options with this launch. The plant-based category is evolving, and this product offers a high-protein, nutritious, and versatile option, whether consumers are meat-lovers, flexitarians, or fully plant-based. We’re not moving away from our core products; we’re just expanding our offerings.”
