THIS™ Posts 43% Unit Growth as UK Chilled Meat-Free Category Edges Back Into Positive Territory

UK plant-based food company THIS has reported a significant increase in retail performance, with unit sales rising 43.3% in the most recent four-week period. This growth outpaced the category as a whole, which saw only a 0.5% increase over the same window. Over the past 12 weeks, THIS recorded 25% value growth while the chilled meat-free category as a whole saw flat sales, generating £1 million in incremental value - more than double the contribution of its closest competitor.

The company's success is attributed to its strong presence in major UK supermarkets and the launch of innovative plant-based products. Partnering with Dutch food tech company Rival Foods on a new plant-based fillet steak was described as a pivotal moment for the brand. Commercial Director Nick Ball expressed pride in helping bring the chilled meat-free category back into growth, emphasizing the importance of providing the right plant-based proposition to meet consumer demand.