THIS, based in West London produces realistic meat alternatives which look and taste like meat using soy bean protein, water and pea protein.
Peas & soya beans
The butchers will be stocking THIS Isn't Bacon and THIS Isn't Chicken in chicken tikka and sea-salt and black pepper varieties.
Alistair Angus who runs Thurston Butchers said people probably thinking it’s absurd for a butcher to sell vegan produce but we actually get asked a lot by our customers for vegetarian or vegan alternatives.
“I’m also aware people are thinking about their meat intake - I believe people should be eating ethically sourced, local meat as often as they can afford. If they’re looking into their meat intake and are looking for something different, then THIS is a great alternative,” he said.
Plant-based startup THIS was founded by two meat lovers, Andy Shovel and Pete Sharman, who co-founded and sold beef burger chain Chosen Bun.
"I was astonished when Thurston Butchers reached out. It’s not every day, as a plant-based brand, you get the endorsement of hardened meat-lovers," said Shovel.
"We didn’t have to think twice about whether or not to supply Alastair and the team. Our mission is to be the plant-based brand for meat-lovers. There can’t be many places better suited to realising that ambition, than a butcher’s shop.
“We hope Thurston Butcher’s customers love THIS and they see plant-based food in a new light."
2 years R&D
Following two years of research and development, partnering with texture scientists and flavourists, THIS mimics meat in taste, texture, appearance and smell, but without the ethical or environmental impact, using peas and soya beans as the base.
In addition to Thurston Butchers, THIS have also launched their products into Holland & Barrett, Ocado, Patty & Bun and Mexican food chain Chilango.
"So far we've had a great response to the news on social media, as lots of people are looking to cut down on their meat intake to help the environment," added Angus.
"We have a young team here and we want to be different - this idea replicates that and shows that we are not afraid of standing out."