THIS™, one of the UK’s biggest plant-based meat brands, has moved into a fourth food category by adding a new range of ready meals to its portfolio.
Launching into Tesco from the 12 September, the new range includes This™ Isn’t Pork Meatballs and Spaghetti, This™ Isn’t Chicken Thai Green Curry and This™ Isn’t Pork Sausages and Mash. The products will have an RRP of £3.95.
The launch will be This™’s fourth new category in a matter of months, with the brand launching its first frozen range in June, its first branded food-to-go range with WHSmiths in July and its first ambient snacking product with Hippeas just last month.
The company said the new ready meals range aims to fill the gap for a meat reducer offering, that also appeals to younger consumers.
This comes as Recent research shows that Gen Z and younger audiences are major ready meal consumers, as 22% of 18-24 year olds and 19% of 25-34 year olds say they eat prepared and convenience food ‘a few times a week.’
‘’The ready meals taste lush and it’s a massive moment for us to be launching into our fourth new category so quickly,” This™co-founder, Andy Shovel said.
“Thanks to all the amazing work of This™ team we’ve been able to produce meals which are indistinguishable from the nation’s favourite meat-based classics.’’
The news comes as This™ has announced three new appointments to its senior leadership team in a bid to boost its growth.
