UK plant-based business THIS has partnered with seasonings brand Schwartz to improve its chicken recipe, creating its “meatiest” product to date.
THIS Isn’t Chicken, the brand’s second best selling product after its “bacon”, hopes the recipe revamp will provide a more “realistic taste, texture and appearance, adding more juiciness and flavour.”
By following its aims of hyper-realism, innovation and quality, THIS is determined to make it easier for consumers to replace the UK’s most consumed meat in their day-to-day meals – without tasting the difference.
READ MORE: THIS launches £4m crowdfunding campaign to fuel growth
Along with the new recipe, will also be new packaging with a meal shot to help inspire customers as well as a roundel sticker noting the “new and improved” recipe.
As a result, THIS and Schwartz partnership hopes to demonstrate how the versatility of the two brands can support the 18m UK consumers actively seeking to reduce their meat consumption.
The collaboration also wishes to attract more meat-eaters who form Schwartz main demographic as it will also be the brand’s first plant-based meat promotion and partnership.
From the 20 June, THIS Isn’t Chicken will feature on a recipe barker alongside alongside Schwartz’s range in Tesco, ASDA and Morrisons stores across the nation.
An online campaign will also be running including a discount, paid ads, video content and social media promotion.
‘’This is our chicken-iest recipe yet. We’re super proud of it and even more proud to be partnering with Schwartz. They’re such a huge, foodie brand – it’s a big moment for us and a great opp to show how two brands can cross categories and complement each other,” THIS co-founder Andy Shovel said.
Schwartz brand manager Nicholas Day added: “We know a large amount of our customer base is looking at reducing their meat consumption. Partnering with THIS™ felt like a ripe opportunity for showing them just how versatile the Schwartz range is and importantly, just how delicious plant-based food can be.’’
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