British Startup THIS Targets Anti-UPF Demand with Whole-Food Plant Protein Range

THIS, a British startup known for its plant-based meat alternatives, has launched a new product range called THIS Is Super Superfood that focuses on whole foods and offers a high protein content. The new range, which includes a 250g block and a 180g pack of marinated pieces, contains fava bean protein, seeds, and vegetables to provide consumers with a protein-rich, fiber-packed option that can be used in a variety of dishes. The products are designed to cater to a UK market looking for minimally processed whole-food options.

The launch of the Super Superfood range is a response to the growing demand for whole-food plant-based options in the UK, as consumers become more wary of ultra-processed foods. While THIS's original line of meat alternative products remains popular, the company aims to offer consumers more choices by introducing a plant-based protein range that focuses on health, convenience, and flavor. Ultimately, THIS aims to cater to a wide range of consumers, whether they are meat-lovers, flexitarians, or fully plant-based, by providing options that meet their preferences and dietary needs.