THIS launches plant-based chicken & bacon range in Milk & More online supermarket

17-Jun-2020 - Last updated on 17-Jun-2020 at 08:27 GMT

THIS Isn't Chicken. Photo: THIS

THIS plant-based chicken and bacon is launching its entire product range in Milk & More online supermarket, serving 500,000 customers across the UK.

The full range will be available, with products including Great Taste Award-winning THIS Isn’t Bacon rashers (£2.95), THIS Isn’t Chicken Tikka pieces (£2.95), THIS Isn’t Chicken Salt & Pepper pieces (£3.65) and THIS Isn’t Chicken Goujons (£3.85).

Dairy distributor

“The launch into Milk & More marks a watershed moment for THIS. It’s one thing for us to be listed in the nations supermarkets, but now we’re going to be working with a legacy dairy distributor. It feels like our own little part of history in the making,” said Andy Shovel, co-founder, THIS.

Milk & More began as a dairy distribution service and is now owned by Müller. The pivot in direction and expansion into plant-based products signifies the rapidly rising demand for alternatives and sustainably produced food and drink.

Founded by Andy Shovel & Pete Sharman in 2019, THIS is one of the fastest growing brands in its category, now listed inWaitrose, Ocado & Co-op as well as launching in Honest Burger, Pho and Coco di Mama.

Same taste & texture

The concept was borne out of a belief that meat-eaters shouldn’t have to compromise if they want a plant-based alternative. So, they created products that replicate meat in taste, texture & appearance.

The company has grown at a compound rate of 35% month-on-month, on track for annualised revenue of circa £7-10m later this year.