Mark Cuddigan, CEO of UK plant-based brand This, discusses the company's approach to achieving annual profitability by embracing both meat alternatives and whole-food formats. This startup offers a variety of plant-based products, including vegan chicken, chickpea tofu, and whole-muscle fillet steak, to meet the growing demand for plant protein in the UK. The company believes in providing options for consumers, whether they prefer products that closely replicate meat or ones made with simpler, whole-food ingredients.

As concerns about ultra-processed foods push consumers towards whole-food products over meat analogues, This sees room for both formats in the market. The company's focus on sustainable and healthy protein options aims to cater to different consumer preferences and lead towards a more sustainable food system. With a strong growth trajectory and a commitment to innovation, This is on the verge of achieving annual profitability while continuing to expand its product offerings to meet the evolving demands of health-conscious consumers.