This, the UK’s fastest-growing plant-based meat brand, has partnered with Greggs to expand its exclusive range of new vegan products across all 2,200 of its shops in the UK.
The collaboration aims to answer the growing demand for plant-based food, with 49% of British consumers cutting down on meat.
As part of the high-street retailer’s festive menu, Greggs has launched the Vegan Turkey-Free and Stuffing Baguette, which will sit alongside the Vegan Southern Fried Chicken-Free Baguette (RRP from £3.50) that kicked off the partnership.
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The chicken-free goujons in the sandwich are made with This’ award-winning chicken recipe using pea and soya protein, and then coated in batter and southern fried crumbs.
Greggs has long championed plant-based food, beginning with the release of its iconic vegan sausage roll in early 2019.
The partnership is a huge milestone for This, which is driving brand awareness by serving its products to Greggs’ customers.
The vegan meat brand was founded in June 2019 by ex-meat fanatics Andy Shovel and Pete Sharman as a plant-based food brand for meat-lovers.
The business continues to grow at pace, recently launching several new products and making a number of senior hires.
“Having such a huge operator and admired brand as Greggs want to work with us is massive. It’s a statement on the quality of the products we’re producing,” co-founder of This, Andy Shovel said.
He added: “It’s also reflective of the continued investment into and demand for plant-based food. Both Pete and I are personally buzzing about this partnership.
“We’re just trying to keep our cool every time we see anything Greggs or generally anything orange and blue,” Shovel said.
The news comes as 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.
