UK-based Plant-Based Company Broadens Portfolio, Introducing More Meat Substitutes and Whole Food Products
In an exciting development for plant-based food enthusiasts, British vegan startup "This" has announced the launch of several new products under its Super Superfood line.
The new offerings include the highly-anticipated This Isn't Beef Pastrami, a smoked wheat and pea protein deli meat alternative, now available at Morrisons, with Sainsbury's set to follow suit later this month. This Isn't Beef Pastrami boasts nearly 32g of protein per 100g, with 3g of fibre and 10g of fat (9g of which is saturated). Each 70g pack contains three portions and is priced at £2.95.
Anay Mridul, the website's resident news reporter, broke the news. Originally from India, Anay is passionate about coffee, plant-based milk, cooking, eating, veganism, food tech, writing, and the Oxford comma.
The Super Superfood line, launched in April, marks a departure from the startup's traditional meat-mimicking philosophy. Instead, it embraces whole foods, offering products like Super Veg Protein Bites and Super Superfood Breaded Pieces. The Super Veg Protein Bites, available in Tesco's freezers, comprise a base of peas and pea protein, spinach, potatoes, carrots, rapeseed oil, and a seasoning mix dominated by lemon oil and basil. Each 100g of Super Superfood Breaded Pieces contains 14g of protein, 4g of fibre, and less than 1g of saturated fat, with an added omega-3 boost.
The Super Superfood Breaded Pieces can be added to curries, stir-fries, and salads, making them a versatile addition to any plant-based meal. Meanwhile, Super Veg Protein Bites are encased in a multigrain crumb and priced at £3.50 per 240g pack.
The Super Superfood lineup isn't a replacement of "This"'s meat alternative lineup; rather, it's an extension. This move comes as the UK remains the second-largest market for plant-based food in Europe, with 9% of Brits identifying as either vegan, vegetarian, or pescatarian, while another 31% identify as flexitarians.
The expansion has proven successful for "This", with the company experiencing a 5.6% increase in turnover in 2024, totalling £18.2M. Additionally, the startup has reduced its losses nearly in half, from £11.3M in 2023 to £6.1M in 2024.
The exact names of the people working at "This" are not provided in the available search results. However, one thing is clear: the vegan startup is committed to providing delicious, nutritious, and sustainable plant-based options for everyone.
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