THIS

THIS is a UK-based producer of plant-based meat alternative products. The company primarily uses soy protein and pea protein to produce the base of its products along with heat, pressure, and water to recreate the fibrous texture of real meat. The company started with THIS Isn’t Bacon and THIS Isn’t Chicken, and since has expanded its portfolio to include THIS Isn’t Beef range, THIS Isn’t Pork range, and plant-based ready meals. THIS products are available at major retailers like Tesco, Sainsbury’s, Morrisons, Asda, and Waitrose, and food service establishments.

In July 2023, the company expanded its on-the-go range with THIS Isn't Chicken Korean-Style Noodle Salad, THIS Isn’t Chicken & Bacon Pasta Salad, and THIS Isn’t Chicken & Bacon Wrap. The following month, THIS launched an upgraded version of its beef burger, which claimed to offer an enhanced appearance and texture, and a beefy and chargrilled taste. In November 2023, the company launched a revamped version of its chicken pieces with 50% fewer ingredients than its predecessor. According to the company, this product offers the most fibrous texture yet out of its entire portfolio.

In January 2024, THIS launched THIS Isn't Chicken Breasts and frozen THIS Isn't Beef Mince as a part of its Veganuary campaign. Later, in April 2024, the company expanded its portfolio with THIS Isn’t Chicken Shawarma. THIS expanded its chicken portfolio in May 2024, with a hyper-realistic plant-based chicken thigh product in the UK, which claims to be the first of its kind to launch into retail.

Key Partnerships

In July 2022, the company partnered with longstanding UK retailer WH Smith to feature a range of sandwiches and snack pots at the retailer’s travel stores which marks the first time WH Smith has partnered with a plant-based brand. In September 2023, the company secured its first international listing by partnering with the Netherlands' largest supermarket chain, Albert Heijn. Through this partnership, the company launched its beef, chicken, sausage, and bacon products in 430 Albert Heijn stores. During the same month, the company partnered with pie brand Pieminister to launch a plant-based chicken and bacon pie.

In January 2024, the company partnered with pub chain BrewDog to introduce what claims to be Europe's first skin-on vegan chicken wings and several other dishes for Veganuary. In April 2024, it expanded its partnership Pieminister to create a sausage roll-shaped plant-based pie called the Banger & Bean Handy Pie. 

In October 2024, THIS collaborated with premium pasta company Dell'Ugo to launch two new plant-based ravioli varieties: Dell'Ugo THIS Isn't Bacon & Cheese Ravioli, containing THIS' plant-based bacon lardons with dairy-free gouda, and Dell'Ugo THIS Isn't Chicken & Pesto Ravioli, made with THIS' chicken-style pieces and PDO Genovese basil pesto.