THIS, the creators of hyper-realistic plant-based food for meat lovers, is launching THIS isn’t Chicken Dark Soy & Garlic pieces (RRP £3.65) into Waitrose this week.
With 72 percent of consumers now cooking meals at home, which increases during lockdown (Bain & Company, 2020), the new product development is aimed at stir fry lovers and designed to provide a fast, flavoursome and high protein meal solution for those looking to reduce their meat intake during the pandemic.
As one in four think a vegan diet is more attractive now compared to 1 in 10 before the pandemic (Mintel), THIS isn’t Chicken Dark Soy & Garlic pieces, which is made from a pea and soya bean base, offers a viable meat alternative. It has 21g of protein per 100g, contains Iron and 28% of the Recommended Daily Allowance of Vitamin B12.
Mimicking chicken in taste, texture and appearance, the new plant-based product is also low in fat and salt.
Andy Shovel, co-founder of THIS comments: “THIS isn’t Chicken Dark Soy & Garlic pieces can be used in a number of ways but is aimed pretty squarely at stir-fry lovers. Generally, the flavour of stir-fries comes from sauces, marinades and herbs whilst the protein is usually just the nutritional workhorse of the dish. We’re trying to put a stop to that with our new marinaded plant-based chicken pieces by adding a rich dark soy-sauce and garlicky note to Asian-inspired dishes up and down the country, especially as more people are likely to be cooking at home.”
THIS isn’t Chicken Dark Soy & Garlic pieces is primarily aimed at stir fry lovers wanting a high protein meat alternative, but it also works in wraps, salads or added to rice and noodles dishes.
The latest product launch follows fast growth for the UK plant-based meat company during the pandemic – it is now available in three of the ‘big four’ supermarkets having launched into ASDA and Sainsbury’s last month and Tesco in June 2020.
The company also reports a 40% increase in sales of its chicken and bacon alternatives during the UK’s current second wave of Covid-19.