UK plant-based meat brand THIS is set to celebrate Veganuary with the launch of two new hyper-realistic meat alternatives — THIS™ Isn’t Chicken Kyiv and THIS™ Isn’t Chicken Wings.
The plant-based Kyiv is made from soy and fava protein, stuffed with plant-based wild garlic butter and coated in sourdough breadcrumbs. The product is sold chilled and will launch at Sainsbury’s on January 1.
The plant-based chicken wings are said to be high in protein and fibre and lower in saturated fat than conventional chicken wings. They have a seaweed-based crispy skin and are claimed to offer an “unparalleled sensory experience”.
The wings can be deep-fried, air-fried, or marinated and baked. They will launch in the freezer aisle at Morrisons from January 13.
“Pushing the boundaries”
The news comes after THIS announced an update to its brand identity earlier this month, including new packaging. The refresh is intended to help the company’s products stand out more and better reflect its mission to disrupt the food industry.
While many plant-based brands have struggled this year, THIS appears to be going from strength to strength. The company says it is leading growth among meat alternative brands, reportedly adding over £5 million RSV in the last 12 months (an increase of 32.7%).
In June, THIS raised £20 million in Series C equity funding, announcing it would use the capital to boost profitability on core products and launch new product ranges catering to evolving consumer health preferences.
“Whether you’re fully plant-based or just plant-curious this Veganuary, get ready, because THIS™ changes everything,” said Mark Cuddigan, CEO of THIS. “We’re always pushing the boundaries when it comes to plant-based food innovation and our new Kyiv and frozen wings give consumers meat-free options that don’t compromise on flavour or texture. It’s delicious, it’s nutritious, and it’s a step closer to a world where animals aren’t food.”
