THIS Refreshes Wholefood Range with Mushroom “Tofu” and Crunchy Bites

London-based plant-based brand THIS has refreshed its wholefood range with two new mushroom-based products, responding to consumer demand for cleaner-label, ingredient-led options. The Extra Firm Mushroom “Tofu” and Crunchy Mushroom Bites are now available at major UK retailers such as Tesco, Sainsbury’s, and Waitrose, with the Crunchy Mushroom Bites exclusively at Sainsbury’s.

The Mushroom “Tofu” is made from broad bean and pea proteins, shiitake mushrooms, and a seed blend, while the Crunchy Mushroom Bites are coated in a multigrain layer of oats and red quinoa. Both products have been reformulated to better communicate their protein content and culinary uses, with clear usage cues and recipe inspiration on the packaging. This move is part of a pivot towards simpler, ingredient-forward products by THIS, led by CEO Mark Cuddigan who joined in 2024 to steer the company in a new direction based on customer feedback and data.