British vegan startup This has added a deli meat SKU while expanding the whole-food-championing This is Super Superfood line it launched earlier this year.
As sales of plant-based meat continue to weaken, some of the industry’s leading innovators are taking different approaches to arrest the slide.
In the US, for example, Beyond Meat is dropping ‘Meat’ from its brand to offer products centred on traditional plant proteins, and Impossible Foods is mulling a move into the explosive blended meat category.
These companies are looking to appeal either to flexitarians who want clean-label plant proteins without the ultra-processed tag, or meat-eaters who don’t want to give up meat but are open to reducing it.
In the UK, one startup is targeting both these consumer sets. London-based This, which made its name on quirky branding and its vegan chicken, unveiled a This is Super Superfood line in April, comprising a new product format that embraced whole foods and eschewed the meat-mimicking philosophy.
Designed as a competitor to tofu and tempeh, the range began with a plant protein block and lemon-and-herb pieces made from fava bean protein, shiitake mushrooms, a range of seeds, and vegetables.
The Super Superfood lineup wasn’t a replacement of its meat alternative lineup; rather, it’s an extension. “We still make the best plant-based meat alternatives, but now we’re giving consumers more options,” said Cuddigan.
Staying true to that promise, the startup has now launched three new products across the meat alternative and whole-food categories, targeting both weekday lunches and party-ready charcuterie boards.
This introduces vegan pastrami and Super Superfood bites
The new meat alternative is the brand’s latest deli counter innovation. Following the May launch of its ready-to-eat deli chicken slices is This Isn’t Beef Pastrami, a pack of smoked wheat and pea protein slices.
This has nearly 32g of protein per 100g, with 3g of fibre and 10g of fat (9g of which is saturated). Each 70g pack contains three portions and is priced at £2.95. The pastrami alternative is described as having a smoky, rich flavour and tender texture, and is available at Morrisons, followed by Sainsbury’s later this month.
This’s other new launches come under the Super Superfood line. The Super Veg Protein Bites are the range’s first frozen SKU, and are aimed towards time-strapped work-from-home professionals and health-conscious families.
They comprise a base of peas and pea protein (each 11%) with spinach, potatoes, carrots, rapeseed oil and a seasoning mix dominated by lemon oil and basil. These are encased in a multigrain crumb, and contain 14g of protein and 3g of fibre per 100g (the saturated fat content is minuscule here). The Veg Protein Bites are in Tesco’s freezers at £3.50 per 240g pack.
Finally, This has rolled out Super Superfood Breaded Pieces, featuring 49% rehydrated shiitake mushrooms, 12% fava bean protein, a mix of seeds, seasonings, and multigrain breaded coating.
These can be added to curries, stir-fries and salads, and pack 14g of protein, 4g of fibre, and less than 1g of saturated fat per 100g, with an added omega-3 boost. They’re available in the chilled section at Sainsbury’s for £3 per 180g pack.
UK’s appetite for plants persists
“Our goal has always been to create delicious and nutritious plant-based products, and with our new Pastrami, Super Veg bites and breaded Super Superfood, we’re giving foodies new options,” said Cuddigan.
“We can’t wait for people to try them, whether they’re looking for meaty alternatives or tasty veg-packed products to cook with,” he added.
This’s move beyond meat analogues came as sales of these products fell by 10% in UK supermarkets last year, as ultra-processing fears pushed Brits towards traditional plant proteins like tofu and beans.
Despite three in five consumers being willing to cut back on meat, the share of those who eat it at least five times a week rose from 43% in 2022 to 50% in 2024. At the same time, half of them want to further change their diets by eating less meat and dairy (33%) and/or more plant-based foods (38%).
Still, the UK remains the second-largest market for plant-based food in Europe, and 9% of Brits are either vegan, vegetarian or pescatarian, while another 31% identify as flexitarians. This itself has bucked the trend, enjoying a 5.6% hike in turnover in 2024, totalling £18.2M. It also cut its losses nearly in half, from £11.3M in 2023 to £6.1M last year.
This is not the only UK company to take on meat alternatives, tofu and tempeh with a new format of plant proteins. The same week it launched the Super Superfood range, Oh So Wholesome rolled out Veg’chop, a range of cubes made from red lentils, quinoa, yellow split peas, mushrooms, seeds, and more plants.
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