THIS launches plant-based meat range into 544 Sainsbury’s stores


THIS, the creator of hyper-realistic plant-based food for meat lovers, is launching into 544 Sainsbury’s stores this week.

Sainsbury’s will stock the company’s bestseller, THIS Isn’t Bacon (RRP £3), which has already sold 4.5million portions in the past year, plus THIS™ Isn’t Chicken Salt & Pepper pieces, (RRP £3.85).

Whilst most companies are focused on beef/burger alternatives, THIS™ plans to take a bite of the global plant-based meat market expected to be worth $12.41 billion in 2020 with this latest national distribution deal and its chicken and bacon alternatives.

Andy Shovel, co-founder of THIS. commented: “It’s an absolutely massive milestone for THIS to be launching into Sainsbury’s and it forms a significant part of our growth plans. We’re grateful that we can add something new and exciting to the supermarket’s plant-based offering with our bacon and chicken alternatives, which mimic meat in taste, texture, appearance and high protein content. Hopefully, we can onboard even more meat-lovers who haven’t yet been won over by plant-based food.”

The news comes as the realistic plant-based meat company continues to cross boundaries. THIS recently became the first vegan meat to feature on a UK Michelin star restaurant menu, The Harwood Arms, and attracted investment from international footballer, Chris Smalling, when the brand raised £4m in a crowd-funded Seedrs campaign.

To accelerate growth, THIS™ also plans to invest £1m into a plant-based innovation centre.