UK plant-based firm This is expanding its product lines to appeal to both flexitarians and meat eaters looking to reduce their meat consumption. The company has introduced a deli meat SKU as well as expanded its This is Super Superfood line, which focuses on whole foods instead of meat-mimicking products. This move comes at a time when sales of plant-based meat are declining, leading companies to explore different strategies to attract consumers.

The new products include vegan pastrami, Super Veg Protein Bites, and Super Superfood Breaded Pieces, offering options for weekday lunches and party-ready charcuterie boards. This expansion reflects a growing trend in the UK, where consumers are increasingly looking for plant-based alternatives and traditional plant proteins like tofu and beans. Despite challenges in the market, This has seen positive growth in its turnover, indicating a promising future for the company in the plant-based food industry.