These new THIS™ products are being launched by the plant-based food brand as a series of ready-to-eat (RTE) items that are perfect for satisfying cravings for familiar fare with a vegan-friendly twist. The products include the THIS™ Isn’t Pork Cocktail Sausages and the THIS™ Isn’t Chicken Deli Pieces, which are priced at £2.95 and £3.30, respectively, and are arriving at such retailers as Waitrose, Sainsbury's and Ocado. The products respond to increasing calls for convenient plant-based fare that can be enjoyed without the need for heating or preparation.
CEO Mark Cuddigan commented on the new THIS™ products saying, "We’ve reinvented two classic formats, bursting with flavour, high in protein and clean label. We’ve had our eye on the ready-to-eat category for a while now and that meant using the best technology available to deliver a cold-eating texture that’s actually great to eat. We’re here to make plant-based food that everyone wants to eat – whether you’re plant-based, flexi, or just hungry."
What's Driving This Trend
- Cold-eating Vegan Textures
- Developments in technology are enabling the creation of plant-based products with enhanced textures that remain palatable when eaten cold, appealing to busy individuals seeking quick meal options.
- Clean Label Offerings
- As consumer awareness around food ingredients surges, there is a growing demand for clean label snacks that offer transparency and trust, paving the way for new vegan products without artificial additives.
- Convenient Plant-based Proteins
- Modern consumers' busy lifestyles are driving the need for readily available plant-based protein options, allowing for nutritious snacking that aligns with personal dietary preferences.
Who This Affects Most
- Plant-based Foods
- The plant-based foods sector is booming with innovation opportunities, catering to a diverse range of diets with convenient and tasty meat alternatives that appeal to both vegans and omnivores.
- Ready-to-eat Foods
- The ready-to-eat food industry is innovating to accommodate plant-based trends, focusing on creating accessible and nutrient-rich options that don't compromise on flavor or texture.
- Snack Foods
- Snack food companies are expanding their portfolios to include more plant-based items, capturing the interest of health-conscious consumers who seek on-the-go options that align with vegan lifestyles.
