Plant-based pioneer THIS to be stocked in Morrisons – completing listing in ‘the big four’ in just 18 months


THIS, the pioneer of creating hyper-realistic plant-based products that look and taste just like meat, has announced its arrival in Morrisons. The addition of another major supermarket stockist is a big milestone for THIS, and its rapidly expanding consumer fanbase who can now buy their products in over 3,000 retailers.

THIS products stocked in Morrisons will include:

  • THIS Isn’t Chicken Dark Soy and Garlic Pieces
  • THIS Isn’t Chicken Sea-Salt and Cracked Black Pepper Pieces
  • THIS Isn’t Bacon Rashers
  • THIS Isn’t Bacon Lardons

The Morrisons listing is the latest success for THIS, who has seen a surge in demand for its products in the past 12 months – including record-breaking sales in Veganuary – the month dedicated to plant-based. The company has an intriguing back story – co-founders Andy Shovel and Pete Sharman previously owned a successful real-meat burger chain, before realising the global need to eat less meat – and the opportunity to create plant-based foods so close to the real thing to appeal to meat-lovers.

Whilst most competitors in the sector are focused on beef and burger alternatives, THIS™ is going after the wider global plant-based meat market expected to be worth $14.9 billion by 2027. The company has set itself ambitious targets. After growing revenue from £0 to £13m since 2019, the co-founders have their eyes on hitting £50m in annual revenue by 2023.

THIS has built a loyal fanbase in the past 12 months, and the brand’s soaring popularity has enabled the business decision-makers to reinvest in product innovation – with three new ground-breaking products hitting shelves between April – May.

THIS Isn’t Bacon Lardons, mini cube versions of the plant-based producers much-loved bacon rashers – which picked up a Great Taste Award in 2019 – launched earlier this month. THIS Isn’t Pork Cocktail Sausages is the producers first dip into the cold snacks market, while THIS Isn’t Chicken Skewers will hit shelves later in May – ready for BBQ season. The new products will be rolled out at intervals across the major supermarkets over the next few months.  

Andy Shovel, co-founder at THIS, comments: “Landing in the ‘big four’ has been key target for us, and we’re delighted to have achieved it in such a short space of time. We’re on a mission to get more people eating plant-based and a ramped-up presence in mainstream retailers is a vital part of that journey.” 

Chris Strong, Morrisons’ ready meals buying manager, comments: “We know that more and more of our customers are looking for plant-based alternatives and are excited to be offering them more choice by introducing THIS to our range”.