This has teased the launch of a “This Is” range of ‘clean label’ products.
Founder Andy Shovel posted on LinkedIn that the range was made up of “totally revolutionary products” and was “a big deal” for the brand.
In a departure from its typical, meat mimic ‘This Isn’t’ branding, the range is “super clean label, all natural and just really, really awesome”.
The brand posted on Instagram: “This changes everything…again” and said it was “coming soon”.
The Instagram post said what was coming was “completely new and indulgently nutritious, ridiculously clean and absurdly tasty”.
Shovel said on LinkedIn that the products had been in development for the past two years, with the This team “building a supply chain for them, perfecting their branding and selling them in”.
“I couldn’t be any more proud or excited,” said Shovel. “I think these have a shot at really disrupting the plant-based food category.”
The range is expected to launch in the coming weeks.
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