Plant-based meat company THIS launches into Tesco’s meat aisle


UK company THIS is launching its award-winning product range into 744 Tesco stores on 15 June 2020.

Aiming to make plant-based food mainstream, THIS will continue to break down borders between real and plant-based meat when it brazenly launches into Tesco’s meat aisle.

The full range will be available in Tesco’s nationwide, with products including Great Taste Award-winning THIS Isn’t Bacon rashers (£2.95), THIS Isn’t Chicken Tikka pieces (£2.95), THIS Isn’t Chicken Salt & Pepper pieces (£3.65) and THIS Isn’t Chicken Goujons (£3.85).

THIS co-founder Andy Shovel commented: “Launching into Tesco marks our 1st birthday, in massive style. We want THIS to punch a gigantic hole in this category, on-boarding millions of meat-lovers who haven’t yet been won over by plant-based food. Launching in the UK’s largest food retailer is a gigantic milestone for us, and on our side, we’ll keep brand-building at breakneck speed – to make the most of it.” 

Launching into Tesco is a huge milestone for THIS™ and reflects the nation’s increased demand for plant-based food. Launched just under a year ago, it’s one the fastest growing brands in its category and in the entire food product sector. In its first year, the London-based business experienced considerable growth in retail (Waitrose, Ocado & Co-op), launching with wholesaler behemoth Brakes, as well as major chains including Honest Burger, Pho and Coco di Mama.

Tesco’s Plant-based buying manager stated: “We’re really excited to be launching THIS. We know that taste and product quality are the primary drivers for our meat free customers, as well as the growing concern around health. These are all qualities that the THIS range offer and it will be exciting to see how they resonate with our consumers. I’ve noticed the demand for plant-based innovation is growing at a rapid pace, with more and more interest coming from the flexitarians (or accidental reducers). The demand has grown at an astounding rate and will most likely continue as more and more consumers become environmentally and health conscious.”

This week, THIS is also being listed on Milk & More – the Müller-owned online supermarket that was originally created to deliver dairy.

Shattering meat-eaters’ preconceptions of plant-based food, one rasher or nugget at a time, THIS was founded by Andy Shovel & Pete Sharman who previously owned a burger chain. Born out of their belief that meat-eaters shouldn’t have to compromise if they want a plant-based alternative. So, they created products that replicate meat in taste, texture & appearance.

THIS has grown at a compound rate of 35% month-on-month, on track for annualised revenue of circa £7-10m later this year. The company has also sold over 4 million portions of its products (that’s the equivalent of feeding the entire population of New Zealand).