Tesco plant-based drive fuels new launches

By Michelle Perrett

- Last updated on GMT

The THIS brand is expected to generate annualised revenue of circa £7m-£10m later this year
The THIS brand is expected to generate annualised revenue of circa £7m-£10m later this year

Related tags Npd vegan

Plant-based product brand THIS is launching its plant-based chicken and bacon range into 744 Tesco stores on 15 June.

The brand is hitting chillers within Tesco’s meat aisle with its meat-free THIS Isn't Bacon Rashers, as well as its THIS Isn't Chicken Tikka Pieces, Chicken Salt & Pepper Pieces and Chicken Goujons. All products are priced at £3.85 each. 

THIS launched just under a year ago and already has listings in Waitrose, Ocado and Co-op. The brand has also launched with wholesaler Brakes, as well as major chains including Honest Burger, Pho and Coco di Mama. 

THIS is also being listed on Milk & More – the Müller-owned online supermarket that was originally created to deliver dairy products. 


THIS, founded by former burger chain owners Andy Shovel and Pete Sharman, was created as the duo believed meat-eaters should not have to compromise if they wanted a plant-based alternative. 

Shovel said: “Launching into Tesco marks our first birthday in massive style. We want THIS to punch a gigantic hole in this category, on-boarding millions of meat-lovers who haven’t yet been won over by plant-based food. Launching in the UK's largest food retailer is a gigantic milestone for us and, on our side, we’ll keep brand-building at breakneck speed – to make the most of it.” 

Tesco said there had been an increase in demand for taste and product quality from its meat-free customers. The retailer had also seen a rise in demand from flexitarians, who are becoming more environmentally- and health-conscious, it added. 

THIS said it had grown at a compound rate of 35% month-on-month and was on track to achieve annualised revenue of circa £7m-£10m later this year.

Squeaky Bean​  

Plant-based ready-to-eat food brand Squeaky Bean has also been launched into Tesco stores on 15 June, with variants including Thai Marinated Chicken Style Pieces, Kick of Tikka and Sweet Smokey BBQ Chicken Style Pieces.   

Squeaky Bean’s range of products is already available at Asda, Ocado, Sainsbury’s and Waitrose.

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