THIS Vegan Meat Brand Punked The Van Gogh Museum – And Got Away With It

Plant-based brand THIS pulled off a daring stunt by hanging its own artwork in the Van Gogh Museum in Amsterdam, featuring a vegan version of the famous Sunflowers painting with a pack of THIS Isn’t Beef Mince. The painting stayed up for almost an hour and was seen by hundreds of people before it was removed. THIS is known for its realistic vegan meat products and has a history of unconventional marketing tactics, including using an Ed Sheeran lookalike to hand out vegan nuggets and tricking an Italian food show into thinking they were an artisan meat business.

Founded in 2019 by meat enthusiasts turned vegans, THIS offers a range of realistic meat alternatives and ready meals, which can be found in UK supermarkets. The vegan meat market has been rapidly growing, fueled by the increasing number of vegans and flexitarians. The rise in popularity of plant-based meats is projected to continue, with a forecasted growth of 19.3 percent from 2022 to 2030. Interested individuals can learn more about THIS by visiting their website or following them on social media.