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BRAND SPOTLIGHT

THIS!

In this brand spotlight we take a deep dive into THIS™ 

Category:  Frozen 

THIS

📖 BRAND OVERVIEW

THIS™ produces meat-alternative products that look and taste like the real thing. Their products include plant-based sausages, chicken and burgers to cook at home, as well as a selection of ready-to-eat items, such as sandwiches and wraps.

  • Fastest-growing – plant based meat brand in the UK
  • Contains Vitamin B12 –  and iron but no nitrates (commonly found in bacon)
  • High in protein – boasting more protein than lentils, tofu and even some meat products
  • Won Start Up of the Year – in 2020 and a Vegan Food Award in 2022
  • More than 10,000 retail locations –  across the UK, including big supermarkets and restaurants

🔍  LET’S GIVE SOME CONTEXT

  • Co-founders – Andy Shovel and Pete Sharman previously owned popular burger restaurant Chosen Bun. They closed the restaurant so they could focus on creating more realistic meat alternatives than could be found on the current market.

 

  • They spent a 1.5 years – perfecting the ingredients and texture to make the most realistic plant-based product, with much success.

 

  • Their meat-free chicken and sausages – can be purchased from the big supermarkets across the UK, including ASDA, Sainsbury’s, Morrisons and Waitrose. They also sell to restaurants who can create vegetarian and vegan dishes using the product. Some restaurant retailers include Caffè Nero, Prezzo, Pho, Honest Burgers and Barburrito.

 

  • They use social media to connect with – their customers, with over 100k followers on Instagram. Their tongue-in-cheek attitude and reels have helped them gain such a large following.

🏢  BEHIND THE SCENES

  • Headquarters: London, UK
  • Year founded: 2019
  • Employee count: 66
  • Investors: Lever VC, BGF and crowdfunding via Seedrs
  • Purchasing Options: In-store retail, wholesale,

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Products: Meat-free products, including ready-to-eat and ready-to-cook chicken, sausages, burgers, sandwiches and wraps
  • Product range: Ready-to-eat and ready-to-cook chicken, sausages, burgers, sandwiches and wraps
  • Innovation: In its taste, texture, and convenience. THIS! was first to create a plant-based bacon and chicken that are indistinguishable from meat.
  • Target Audience: Vegetarians and vegans, but even non-meat eaters who are looking to reduce their meat intake. Health-conscious and environmentally conscious
  • Brand positioning: Innovative, redefining meatless. High-quality plant-based alternatives.

🧡 THIS GETS US EXCITED

  • The brand certainly has their own cheeky personality – which you can immediately tell from the first paragraph on their website. They don’t take themselves too seriously and that is part of their charm. 

  • The products stand out from others on the market – not only are they realistic, non-meat items, but they’re high in fibre and contain added B12 and iron. THIS also suggests their products contain more protein than some meats and most vegetables. 

  • They haven’t limited themselves – to just frozen or ready-to-cook foods. Their sandwiches, wraps and salads reach out to a whole other audience for on-the-go convenience. 

  • Their Instagram videos – are both relevant and funny, showcasing what goes on behind the scenes while also managing to subtly promote the brand.

  • They’ve collaborated with –  the well-known sauce brand Dr Will’s to create a plant-based bacon ketchup.

🤔 POTENTIAL BRAND CHALLENGES

  • Rapid growth – THIS turned over £5.5m in the first year, and doubled this to over £11m in 2021. Rapid growth could challenge the ability to maintain quality and innovation, but its strong brand foundation suggests it is well-positioned to succeed.
  • The meat substitute category – is growing at an exponential rate. In fact, the global CAGR is estimated at an incredible 43.6% for 2023-2030. This means there will likely be an influx of brands in this category and increased competition in what is still a growing category.

🏁 SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • Retail – More than 10,000 retail distribution points in the UK, including most of the major supermarkets (ASDA, Sainsbury’s, Morrisons, etc.).

 

  • Hospitality – Partnered with restaurants who use their meat alternatives in their own bespoke dishes, including Caffè Nero, Prezzo, Pho, Honest Burgers and Barburrito.

⏭  WHAT’S NEXT?

  • THIS are always upgrading their products – and finding new types of plant-based meats to recreate. The world is their oyster, and they could grow to create alternative fish products or even ready-to-cook items like pies, ready meals or party food. 

  • Opportunities to expand to the US – the meat substitutes market in the United States is valued at approximately $1.4bn, and looks set to increase year on year, too. 


🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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