THIS launches frozen plant-based range to appeal to Gen Z

THIS is launching into its first new category with a range of innovative frozen food products designed to to appeal to Gen Z shoppers.

THIS has become the fastest-growing plant-based meat substitute in the UK, recording 333% year-on-year net sales growth in 2021.

The new range aims to drive category growth and attract more young consumers into frozen vegetarian products, a category traditionally more popular with older consumers and families.

Since the chilled version of THIS Isn’t Pork Sausages launched earlier this year, they have become one of the brand’s best-sellers. The frozen version of this product, alongside chicken nuggets and chicken tenders, aims to fill the gap in demand for a wider variety of convenient and high-quality plant-based options.

THIS’ brand and range of chilled plant-based products already sell well with younger shoppers including young professionals, while the frozen category has traditionally been led by a family-focused or older consumer.

READ MORE: THIS partners with Schwartz for new chicken recipe

Recent data suggests that Gen Z is increasingly buying frozen products, with around 26% of 18–24-year-olds now buying more frozen equivalents of their regular fresh purchases.

More specifically, 31% had tried more new frozen foods such as meat substitutes, while 23% are attracted by the convenience and flavour of the growing range of vegetarian and vegan products on offer.

THIS co-founder, Andy Shovel, said: ‘’The overall growth of frozen meat-free has been pretty level the last few years. But when you look at how Gen Z-ers are taking to it and how our brand resonates with them it felt like a no-brainer to launch our own frozen range.

“Plant-based products like ours can help provide a long-term boom for frozen food.’’

THIS Isn’t Chicken Tenders, THIS Isn’t Pork Sausages and THIS Isn’t Chicken Nuggets – which feature recyclable cardboard packaging – will be available from Sainsbury’s stores nationwide, from this week.

THIS recently ran a crowdfunding campaign, aiming to raise £4m via Seedrs. The brand has already over-exceeded its target, which currently sits at £6m. The funds will help drive the brand’s innovation, international expansion and bold marketing strategy.

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