Source: This

The new burger and mince SKUs ‘closely mimic the taste and texture of meat’

Plant-based brand This is moving into beef alternatives.

The brand has unveiled its first burger and mince SKUs, which it claims “closely mimic the taste and texture of meat” while being “nutritionally compelling”.

Both its new This Isn’t Beef Burgers and This Isn’t Mince are touted as being high in fibre and containing less fat than “the average meat equivalent”. They have rolled into Sainsbury’s, with Tesco to follow from 26 September (rsp: £3/226g - 250g).

The brand said it wanted to “narrow the gap” in sales between plant-based and meat mince with its spin on the staple, while the burger used “carefully selected pea protein and bespoke natural flavouring for a beefy and chargrilled taste”.

The burgers also use ‘Fat 2.0’, a substitute for animal fats, created by the brand from olive oil, which it said “hugely enhances the meaty succulence and taste”. 

The launch of the duo will be backed by a PR, digital and in-store marketing push. The burger will also launch into foodservice.

The news marks the latest in a string of launches from the brand this year, such as its debut in freezers, ready meals and on-the-go categories.

This year also saw it reformulate its plant-based chicken pieces to give them a “more realistic” taste and texture, and unveil a range of caramelised onion sausages.