Vegan brand THIS

A British vegan brand called THIS doubled its supermarket revenue from February to March and has seen sales increase despite the coronavirus lockdown. The alternative meat brand has sold more than 3 million servings of chicken and bacon in less than a year.

THIS launched in June 2019, since then they have sold millions of plant-based meat products. Co-founders Andy Shovel and Pete Sharman had established a burger restaurant chain. They left that business and decided they wanted to eat far less meat. But when they tried the alternative meats on offer they found them less than appetizing. They quickly decided that they should make plant-based meats. The company makes realistic vegan versions of bacon (THIS Isn’t Bacon) and chicken (THIS Isn’t Chicken). The Products are predominately made from soy bean protein, water and pea protein. Each product has other ingredients, but those are the main ones.

Where You Can Buy Their Food

THIS products are available in a host of restaurants and a range of retailers across the UK. The retailers that stock their products include Ocado, Waitrose, Co-op, Holland & Barret and GreenBay. The list is growing outlets is growing consistently. Some of the restaurants that serve their products are Honest Burgers, Halo Burger, Kind Burger, The Brook and Big Moes Diner.

Recent Deals

In March 2020 THIS signed a major distribution deal with Brakes, one of the UK’s largest wholesalers. Brakes are launching THIS Isn’t Bacon rashers, THIS Isn’t Chicken Salt & Pepper pieces, and THIS Isn’t Chicken Goujons.

Commenting on the announcement co-founder Andy Shovel said, Our partnership with Brakes signifies THIS going truly mainstream. Brakes is the largest wholesaler in the UK and the Quality Food Awards (Q Awards) Food Operator of the year 2019 and we’re chomping at the bit for the chance to start working with its expansive network and shaking up more meat-free menus across the country.”

Charlotte Laity, Category Manager at Brakes said, “We are pleased to add THIS to our growing portfolio of plant-based suppliers and look forward to helping the brand as it continues to grow in popularity. THIS is a young, innovative and modern plant-based brand and its fantastic ‘chicken’ and ‘bacon’ alternatives will add a further point of difference to our burgeoning selection of meat alternatives.”

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