UK-based alternative meat brand THIS has received an investment from ITV, the UK's largest commercial television broadcaster, as part of its Media for Equity program. ITV subscribed to GBP 1.5 million (~USD 1.8 million) shares of THIS with the option of two additional tranches at the same price.
As a part of the deal, THIS received advertising inventory on ITV's channels and streaming services, allowing the company to reach a wider audience and promote plant-based alternatives.
Additionally, THIS partnered with pie brand Pieminister to launch a plant-based chicken and bacon pie. The vegan pie is available at Sainsbury’s, Waitrose, Pieminister restaurants, and Ocado.
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