Rival Foods has partnered with THIS to launch a plant-based steak in UK supermarkets. The steak, made using Rival Foods' patented Shear Cell technology, offers a structure similar to beef and contains 30 grams of protein per 100 grams, surpassing beef in protein content. The plant-based steak is positioned as a healthier alternative to red meat, with no artificial additives or binders, offering a strong texture, taste, and nutritional value at a competitive price.

The collaboration between Rival Foods and THIS is seen as a significant milestone in the protein transition in the UK market. The product will be available in major UK supermarkets and will be supported by a multimedia campaign to drive its success. Additionally, the plant-based steak will also be introduced to the B2B and foodservice markets in the Netherlands, with plans to expand into other markets in the future.