Plant-based brand This is moving into ready meals.
The brand, known for its plant-based chicken and bacon alternatives, has unveiled a trio of ready meals: This Isn’t Pork Meatballs & Spaghetti, This Isn’t Chicken Thai Green Curry, and This Isn’t Pork Sausages & Mash.
They are billed as being low in saturated fat and high in protein, and will launch into Tesco from 12 September. They can all be microwaved in under five minutes (rsp: £3.95/380g).
It marks the fourth new category for the brand over recent months. It has already this year launched into frozen, food-to-go with a range of sandwiches exclusive to WH Smith, and ambient snacking with a co-branded launch with Hippeas.
The brand said it wanted the NPD to “fill the gap for a meat reducer offering that also appeals to younger consumers”, citing data that showed 22% of 18 to 24-year-olds and 19% of 25 to 34-year-olds were eating prepared and convenience food “a few times a week”.
”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,” said founder Andy Shovel
The ready meals category has seen a deluge of NPD over the past year, with big names such as Goodfella’s, White Rabbit and Carluccio’s, as well as fellow plant based brand Meatless Farm, enter the fray.
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