Plant Based

THIS set to make £1m from Veganuary sales

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Plant-based food start-up THIS has revealed they are set to make £1m from Veganuary, having made over £300,000 worth of retail sales in the first week of January alone.

The best-selling product for the brand has been its Food Matters Live Awards 2020 Plant-Based Product of the Year winner THIS Isn’t Bacon. Other strong-sellers for the start-up are their THIS Isn’t Chicken pieces, and both products are made using a base of peas and soy beans.

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Andy Shovel, Co-Founder of THIS, says: “With Veganuary beginning in lockdown this year, we weren’t completely sure what would happen. Whilst people have been ordering dishes with our products via online takeaway, our restaurant sales are naturally down compared to last year, but our boost in retail sales have compensated for this loss.”

Veganuary 2021 saw the largest number of sign-ups for the annual dietary challenge event ever, with more than 540,000 participants pledging to give up meat and dairy for the month. Each year Veganuary provides the perfect launchpad for NPD for the growing plant-based and flexitarian consumers, and this year has seen product introductions from brands like M&S, Tesco, Asda, Dominos Pizza and more.

THIS partners with Gousto

Additionally, THIS has joined forces with Gousto to provide their THIS Isn’t Bacon rashers in the recipe kit brands new Plant Bistro launch. The new Gousto range features recognisable dishes that are given a plant-based twist, with the THIS Isn’t Bacon rashers featuring in recipes like Spaghetti Carbonara, Bacon Cheeseburgers, and Smoky Bacon Fried Rice recipes on the menu.

Andy commented: “By partnering with Gousto on these new recipes, we’re giving customers a chance to try our Great Taste Award-winning plant-based bacon at home. We believe there’s absolutely no need for compromise when it comes to plant-based food. The legends at Gousto have developed some wicked looking dishes that should hopefully get meat-lovers to try more plant-based.”

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THIS Isn’t Bacon: “NPD innovation is what matters most to us”
The rise of Veganuary, what’s new for 2021?
500,000 sign up for Veganuary 2021