UK plant-based brand THIS is promoting its new Fillet Steak by hosting a one-day pop-up tattoo parlour in London in partnership with Kentish Town studio Flamin’ Eight on 16 May. The event, named “A Delicious Misteak Tattoo Parlour,” will offer free cowboy-inspired flash tattoos and sandwiches featuring the brand’s plant-based Fillet Steak, made from wheat and soy protein. The pop-up ties into the brand’s “A Delicious Misteak” campaign, showcasing a fictional meat-eating cowboy who prefers the plant-based option.

The Fillet Steak, launched in Tesco and Asda in April and now available in Waitrose and Sainsbury’s, offers 31g of protein per serving and is fortified with iron and vitamin B12. Positioned as a direct alternative to conventional beef fillet steak, THIS CEO Mark Cuddigan believes it competes on flavour, juiciness, and affordability, with many consumers unable to tell it apart from beef. The product launch serves as the first step in THIS’s wider rebrand, incorporating a new logo, packaging, and food photography across its range over the next year.