THIS Launches Limited Edition Plant-Based Roast Chicken & Stuffing

September 19, 2023 –
From Vegconomist

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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 fastest-growing food or drinks company, according to financial services firm Alantra. The brand is said to have added £1.6 million to the chilled meat-free category in the past three months alone (IRI Temple Total Grocery).

International expansion

THIS also recently announced its first international launch at the Netherlands’ largest supermarket chain, Albert Heijn. Four of the brand’s products — beef-style burgers, chicken pieces, sausages, and streaky bacon — are now available at 430 Albert Heijn stores.

Additionally, THIS upgraded its burgers last month, promoting them with an ad campaign challenging Beyond Meat. The brand also expanded its range of on-the-go meals in July, rolling out the new products at Boots and WHSmith. The launches came after THIS raised £15 million in Series B funding at the beginning of the year.

Speaking about the new roast chicken launch, THIS co-founder and co-CEO Andy Shovel said, “Up until now, going plant-based on a Sunday or in a festive period has been where hopes and dreams go to die. Nut roasts? More like not roasts. We genuinely feel like we’ve fixed it with our new Roast Chicken & Stuffing.”

The plant-based roast chicken will be available at Tesco from September 25 and at Sainsbury’s from September 27.

Source: Vegconomist.com