THIS™ Launches Consumer Platform to Counter Nutrition Misinformation

UK plant-based brand THIS has launched an online information hub called 100% Plant-Based. 100% Fact-Based. The platform aims to address consumer questions about the nutrition, animal welfare, and environmental aspects of plant-based food. Organized into sections on nutrition, animal welfare, and environmental impact, the platform provides evidence for consumers to explore themselves rather than issuing dietary recommendations.

With the rise of misinformation and conflicting claims about protein, processed foods, and sustainability on social media, THIS aims to provide clarity and balance for consumers. The company's CEO Mark Cuddigan stated that the platform is designed for people of all dietary backgrounds to better understand plant-based eating through facts, not hype. Previously known for its hyper-realistic meat alternatives, THIS has expanded its range to include wholefood-oriented products with a focus on nutritional positioning, reflecting a shift in the brand's focus towards evidence-based information for consumers.