THIS' Plant-Based Beef Alternatives Use a New Fat 2.0 Substitute
Laura McQuarrie — September 20, 2022 — Lifestyle
References: vegconomist
THIS, the UK alternative meat brand, newly launched its first plant-based beef alternatives with This Isn’t Beef Burgers and This Isn’t Mince. With these beef alternatives, the brand introduced an improved animal fat substitute made from olive oil called Fat 2.0 that's said to boost the meaty qualities, taste and texture. Notably, these products are made with "carefully selected pea protein and bespoke natural flavoring for a beefy and chargrilled taste," as described by the brand.
The mince made by THIS was created to bridge the gap between plant-based and conventional beef products thanks to it being a good source of fiber and being lower in fat than animal-derived products.
Beyond these products, THIS co-founder Andy Shovel teased, "We’ve got some wacky plans for new tech and a huge lineup of plant-based products, which will make eating plant-based food that bit easier for consumers."
The mince made by THIS was created to bridge the gap between plant-based and conventional beef products thanks to it being a good source of fiber and being lower in fat than animal-derived products.
Beyond these products, THIS co-founder Andy Shovel teased, "We’ve got some wacky plans for new tech and a huge lineup of plant-based products, which will make eating plant-based food that bit easier for consumers."
Trend Themes
1. Plant-based Protein - This development of Fat 2.0 helps bridge the gap between plant-based alternatives and conventional beef products, creating an opportunity for more plant-based protein innovations.
2. Natural Flavoring - The use of bespoke natural flavoring in these beef alternatives highlights a trend towards more natural and authentic flavors that can be applied to other industries such as snacks and beverages.
3. Tech in Alternative Meat - The wacky plans for new tech in THIS' alternative meat products may drive further innovations in the industry.
Industry Implications
1. Food and Beverage - The use of Fat 2.0 and bespoke natural flavoring can be applied to other food and beverage products to create healthier, more authentic alternatives.
2. Alternative Protein Products - This launch of plant-based beef alternatives with improved taste and texture highlights an opportunity for further innovation and development in the alternative protein industry.
3. Food Technology - The plans for new tech in THIS' alternative meat products could disrupt the food tech industry and drive innovation in sustainable food production methods.
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