Start-up business, THIS, is set to make £1m from Veganuary as the hyper-realistic plant-based meat company reveals it has made over £300,000 of retail sales in just the first week of January.
The best-seller has been THIS Isn’t Bacon, its plant-based rashers that sizzle in the pan and mimic bacon in taste, smell, texture and appearance, followed by THIS Isn’t Chicken Salt & Pepper pieces. Both products are made using a base of peas and soy beans combined with food technology
Andy Shovel, co-founder of THIS, says: “With Veganuary beginning in lockdown this year, we weren’t completely sure what would happen. Whilst people have been ordering dishes with our products via online takeaway, our restaurant sales are naturally down compared to last year, but our boost in retail sales have compensated for this loss.”
This month, THIS also launched in dishes at Bone Daddies and Rosa’s Thai.
The news comes as Veganuary reports its biggest record of sign-ups since it began in 2014 with more than 540,000 participants signed up to the annual 31-day vegan challenge.