Plant-based meat alternative brand This has announced its first international launch into the Netherlands through an exclusive partnership with supermarket chain Albert Heijn.
Four of the brands products, including This Isn’t Beef Burgers, This Isn’t Chicken Pieces, This Isn’t Pork Sausages and This Isn’t Streaky Bacon, will be rolling out across 430 Albert Heijn stores from 11 September.
In the past three months, the plant-based player has added £1.6m to chilled meat-free, with the brand forecast to hit £20m of revenue this year.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The brand now looks to replicate its success in the rest of Europe, while sales of plant-based foods in the continent having grown 21% between 2020 and 2022.
According to a recent GFI report, the Dutch have the highest consumption of plant-based foods per capita.
This co-founder and co-CEO, Andy Shovel, said: “This has been a huge undertaking for the business as we’ve worked to secure a really strong partnership with Albert Heijn with a four-strong range to launch into one of the hottest markets for plant-based globally. We’re over the moon, and almost over the English Channel.”
It comes as the brand recently expanded its food-to-go product portfolio in the UK, offering new salads and sandwiches, including a This Isn’t Chicken and Bacon Wrap and This Isn’t Chicken and Bacon Pasta Salad.
