This has launched a Fillet Steak to offer “big steak energy without the beef”.
The steak (rsp: £7/220g) is described as a “juicy, meaty-textured, charred-edged, peppercorn-marinated whole-cut fillet”.
Packs contain two 110g fillets which include 31g of protein each and are made of wheat and soy proteins.
The product is also low in saturated fat, a source of fibre and “packed” with iron and B12.
The steak will launch into Tesco from 13 April, Asda from 22 April, and Waitrose and Sainsbury’s in early May.
“The plant-based aisle has lacked a steak that truly competes on flavour, juiciness and affordability,” said Mark Cuddigan, CEO of This. “This Fillet Steak changes that.”
The brand said it can be pan-fried and served with chips or used as an ingredient in other recipes including wellingtons, pies and ragu.
“It’s tender, rich and is priced so everyone can enjoy it,” adding Cuddigan. “It’s the missing piece the market has been searching for and most people wouldn’t believe it’s not beef.”
The steak will also be the first product to appear on shelves in This’ rebranded packaging, set to roll out across the entire range over the next 12 months.
The change “marks a complete reset for the brand” replacing the cloud design in favour of a “more foodie, premium identity” with a new logo, colour palette and lifestyle food photography.
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