Meat alternative brand This has reformulated its plant-based ‘chicken’ pieces to create what it claims is its “meatiest product yet”.
The updated recipe boasted an “even more realistic taste, texture and appearance, adding more juiciness and flavour”, it claimed.
It will launch in new-look packaging, featuring recipe imagery “to help drive meal inspiration”.
The reformulation was testament to the brand’s “commitment to hyper-realism, innovation and quality”, it claimed.
This co-founder Andy Shovel added he was “super-proud” of the innovation, billing it as “our chickeniest recipe yet”.
The brand has partnered with seasoning supplier Schwartz to promote the launch.
Its reformulated ‘chicken’ pieces will feature on a recipe barker alongside Schwartz’s range in Tesco, Asda and Morrisons stores from 20 June.
The partnership, which will be supported by a digital marketing campaign, would provide “recipe inspiration” while also showcasing the brand’s “taste credentials” to Schwartz consumers, This claimed.
Schwartz brand manager Nicholas Day said “a large amount of our customer base” was “looking at reducing their meat consumption”.
“Partnering with This felt like a ripe opportunity for showing them just how versatile the Schwartz range is and importantly, just how delicious plant-based food can be,” he added.
It comes as This is preparing to launch a £4m crowdfunding round on Seedrs next week (20 June).
The vegan brand has teamed up with the nation’s chicken shops – including the likes of Morley’s and Chicken Cottage – to advertise the campaign, with the hopes of recruiting “a mainstream, meat-loving audience”.
No comments yet