UK firm THIS™ expands plant-based meat alternatives and whole-food lines

🌿🥩 SOMETHING FOR EVERYONE: UK PLANT-BASED FIRM THIS EXPANDS MEAT ALTERNATIVE & WHOLE-FOOD LINES London-based THIS™, which made its name on quirky branding and its vegan chicken, unveiled a This is Super Superfood line in April, comprising a new product format that embraced whole foods and eschewed the meat-mimicking philosophy. The Super Superfood lineup wasn’t a replacement of its meat alternative lineup; rather, it’s an extension. “We still make the best plant-based meat alternatives, but now we’re giving consumers more options,” said CEO Mark Cuddigan. Staying true to that promise, the startup has now launched three new products across the meat alternative and whole-food categories, targeting both weekday lunches and party-ready charcuterie boards. The new meat alternative is the brand’s latest deli counter innovation. Following the May launch of its ready-to-eat deli chicken slices is This Isn’t Beef Pastrami, which has nearly 32g of protein per 100g, with 3g of fibre and 10g of fat (9g of which is saturated). It is described as having a smoky, rich flavour and tender texture, and is available at Morrisons, followed by Sainsbury’s later this month. This’s other new launches come under the Super Superfood line. The Super Veg Protein Bites are the range’s first frozen SKU, and comprise a base of peas and pea protein (each 11%) with spinach, potatoes, carrots, rapeseed oil and a seasoning mix dominated by lemon oil and basil. These are encased in a multigrain crumb, and contain 14g of protein and 3g of fibre per 100g (the saturated fat content is minuscule here). The Veg Protein Bites are in Tesco’s freezers at £3.50 per 240g pack. Finally, This has rolled out Super Superfood Breaded Pieces, featuring 49% rehydrated shiitake mushrooms, 12% fava bean protein, a mix of seeds, seasonings, and multigrain breaded coating. These can be added to curries, stir-fries and salads, and pack 14g of protein, 4g of fibre, and less than 1g of saturated fat per 100g, with an added omega-3 boost. They’re available in the chilled section at Sainsbury’s for £3 per 180g pack. Read the full article here: https://lnkd.in/eGXTZkuw #GreenQueen #altprotein #futurefood #plantbased #foodsystems #sustainability

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