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The new, improved recipe boasts 50% fewer ingredients and serious succulence upgrade

Hyper-realistic plant-based meat business THIS™ has revamped its consumer-favourite with the upgrade of THIS™ Isn’t Chicken Pieces – its chicken-iest tasting pieces yet.

Winners of multiple Great Taste Awards, the in-house R&D team at THIS™ have spent the last 18 months refining the company’s popular plant-based chicken recipe. The team has simplified the recipe, cutting the ingredients by half. The new improved recipe is made primarily of soya and fava protein – removing pea protein from the recipe along with other additives. Using THIS™ signature extrusion technology, the R&D team has created the most fibrous texture yet, high in protein and fibre yet low in saturated fat and lower salt than competitor products. The result is a tender, succulent, tasty chicken alternative that can satisfy carnivorous flexitarians and vegans alike.

Fans of THIS™ Isn’t Chicken Pieces can try the new recipe from 10th November when the product will be rolled out in the chilled aisles in Waitrose, Sainsbury’s, Morrisons, Tesco and Asda, as well as online through Ocado and in Albert Heijn stores in the Netherlands. The product will also be available in food service imminently.

Andy Shovel, Co-founder and Co-CEO of THIS™ commented:
“This recipe is now so similar to chicken, I wouldn’t be surprised if Mel Gibson wanted to do its voice over.”

The alternative meat brand has made a series of big moves in plant-based innovation this year. Its new THIS™ Isn’t Chicken Pieces recipe follows its upgraded THIS™ Isn’t Beef Burger recipe and first-of-its-kind launch of THIS™ Isn’t Roast Chicken & Stuffing in time for Christmas.

Despite recent market consolidation, THIS™ remains the fastest-growing brand in the plant-based category (IRI Temple Total Grocery*). Now the largest independently owned brand in the sector, the London-based meat alternative business is forecast to hit £20 million in revenue this year, over 50% up vs the previous year’s performance.

The company’s first TV ad, facilitated through its recent equity deal with ITV, and through-the-line campaign has already seen over 141 million impressions and their most successful sales week outside of Veganuary. The brand has also been named the UK’s fastest-growing food or drinks company by Alantra*.

THIS™ Isn’t Chicken Pieces are available from Waitrose, Sainsbury’s, Morrisons, Tesco, Asda and Ocado, RRP £3.30. The chicken pieces are also available in Albert Heijn stores in the Netherlands and via wholesale in a food service format. 


IRI Temple Total Grocery (Chilled Meat Free) – 13 W/E 11th of June

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