THIS is On TV: Plant-Based Sausages ‘Fool’ British Food Critic Grace Dent

UK plant-based meat brand THIS launched a TV commercial featuring British food critic Grace Dent, who was seemingly fooled by the hyper-realistic plant-based sausage. The ad highlighted the brand's focus on health, with research showing health benefits as the top reason for Brits to eat plant-based meat. Despite the illusion created in the ad, THIS co-founder Andy Shovel revealed that Dent was aware she was trying plant-based sausages.

The company recently announced plans for profitability next year after years of focusing on growth. While the plant-based food market in the UK has faced challenges, THIS remains optimistic, citing significant growth compared to the meat market. The brand is expanding internationally, starting in the Netherlands, and aims to establish itself there before considering further expansion.