Vegan Meat Brand THIS Secures Investment From ITV

Plant-based meat brand THIS has secured up to £4 million of investment from UK broadcaster ITV, allowing them to advertise across ITV’s channels and streaming service in exchange for ITV gaining a minority equity stake in the company. This marks the first time ITV has invested in a food company, providing THIS with visibility to millions of viewers and potential customers. The brand, founded in 2019, has seen rapid growth and is now the fastest growing food brand in the UK, with products that emit significantly less carbon than traditional meat options.

As the popularity of veganism continues to rise globally, with over 700,000 people signing up for Veganuary in 2023, the plant-based meat market is also expanding. The UK is a key player in this market, with a large share of people eating plant-based and high sales values for plant-based meat compared to other European countries. THIS is leading the way in providing accessible and sustainable meat alternatives, contributing to the growing demand for conscious consumption in the food industry.