What THIS does

THIS (legal entity: Plant Meat Limited, UK company number 11104088) is an independent UK plant-based food brand founded in 2018 by Andy Shovel and Pete Sharman, headquartered in London and operating exclusively in the UK and Northern Ireland. The brand sells a broad portfolio of 100% plant-based meat alternatives and wholefood-inspired protein products across chilled, frozen and ready-to-eat formats — spanning meat-style mimics ("This™ Isn't" line: Pork Sausages, Beef Burgers and Mince, Chicken Pieces/Thighs/Wings/Kyiv/Shawarma, Streaky Bacon, Bacon Lardons, Lamb Kebabs, Caramelised Onion Sausages, Roast Chicken & Stuffing, Salami and Roast Chicken Slices, Cocktail Sausages, Beef Pastrami), wholefood products ("This™ Is" line: Fillet Steak, Mushroom "Tofu", Mushroom Crunchy Bites, Butter Bean Burger, Butter Bean Garlic & Paprika Slices, Super Veg Pea/Lemon/Basil Protein Bites) and a seasonal Summer Sorted picnic range. Core product technology is a proprietary heat-pressure-water fibrous-texture process applied to soy, pea, wheat and broad bean proteins, refined across roughly 2,000 recipe iterations, with selected products further protected by Vegan Society Approved marks and the brand as a whole holding B Corporation certification (achieved 2022, claimed as the world's first for a meat-alternative business).

THIS generates revenue almost entirely through physical CPG unit sales of branded SKUs into UK grocery retail (Tesco, Sainsbury's, Morrisons, Waitrose, Ocado, Aldi, Costco), a parallel foodservice wholesale channel selling bulk case formats (Chicken Kyiv 2x2kg, Bacon Lardons 5x1kg) to restaurants and caterers, and a smaller direct-to-consumer online presence via this.co and retailer digital channels. Pricing is set by retailers — the only explicit consumer price in source data is £2.95 per 95g pack for the new THIS™ deli slice range at Morrisons, Sainsbury's and Waitrose. The go-to-market combines brand-led TV marketing (amplified by ITV Media-for-Equity inventory from September 2023 and the 2025 "THIS Changes Everything" campaign), owned recipe content on this.co, organic social and earned food-press coverage, with food trade PR reinforcing both retail and foodservice demand. The company reached ~£24m of annualised gross revenue and its first ever profitable month (£56k net profit) in December 2025.

Name

THIS

Legal name

Plant Meat Limited

Website

https://this.co

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

THIS (Plant Meat Limited) is a UK-founded, London-headquartered independent plant-based food brand that sells chilled, frozen and ready-to-eat meat alternatives and wholefood-inspired protein products across all major UK supermarket chains, plus a foodservice wholesale channel and DTC online.

Ownership category

akta.pro rank

Product category

Plant-Based Meat Alternatives

NAICS

Food Manufacturing (311), Other Food Manufacturing (3119)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Plant-Based & Alternative Proteins (Packaged) (CRADAAAH)

akta.pro secondary industry

Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals) (AFANAKAO)

Keywords

• Plant-based meat alternatives
• Vegan protein products
• Meat-free sausages and burgers
• Plant-based deli slices
• Wholefood plant protein

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail CPG Sales: Sales of chilled, frozen and ambient plant-based meat and protein products through UK supermarkets and grocers including Tesco, Sainsbury's, Morrisons, Waitrose and Ocado. Revenue is driven by unit sales of branded SKUs to consumers via in-store and online grocery channels.
2. Foodservice / B2B Wholesale: B2B sales of bulk case formats (e.g., Chicken Kyiv Foodservice 2 x 2kg; Bacon Lardons Foodservice 5 x 1kg) to restaurant, pub and catering operators for use in prepared menu items.
3. Direct-to-Consumer Online Sales: Sale of products via own website (this.co) store and via retailer online delivery platforms (e.g., Ocado). Supports customer purchase journey and data capture through newsletter sign-ups.

Pricing tiers

Go-to-market motion5 records

Distribution channels4 records

Marketing channels8 records

Core offering

THIS is a UK plant-based food brand that develops, manufactures and sells 100% plant-based meat alternatives and wholefood-inspired products, including plant-based sausages, burgers, bacon, chicken pieces, deli slices, fillet steak, mushroom tofu and protein bites. Products are sold chilled, frozen and ready-to-eat across all major UK supermarket chains (Tesco, Sainsbury's, Morrisons, Waitrose, Ocado, Aldi, Costco) and through dedicated foodservice bulk SKUs for restaurant and catering operators.

Product overview

THIS™ is a single-brand portfolio of 100% plant-based meat alternatives and wholefood-inspired products, rather than a multi-product software platform. The offering is organised into three product families — meat-style alternatives under the "This™ Isn't" line (covering pork, chicken, beef, lamb, bacon and roast centrepieces), wholefood-based plant proteins under the "This™ Is" line (Mushroom "Tofu", Mushroom Crunchy Bites, Butter Bean Burger, Butter Bean Garlic & Paprika Superveg Slices, Omami chickpea tofu, Super Veg Protein Bites and the Fillet Steak), and a seasonal Summer Sorted picnic range — all distributed chilled or frozen across major UK retailers. Each named SKU is offered in a retail pack and, for two SKUs (Chicken Kyiv, Bacon Lardons), a separate foodservice bulk case format.

Differentiator

Problem solved

Functional benefit

Products and services

• THIS™ Fillet Steak Plant-based whole-muscle fillet steak made from wheat protein (24%) and soya bean protein (11%) with cracked black pepper, delivering 31g protein per steak, low in saturated fat and Vegan Society Approved. Positioned as a premium date-night or midweek plant-based centrepiece for UK retail shoppers.
• THIS™ is Mushroom Tofu Extra-firm soya-free plant protein block made from broad bean protein (10%), pea protein (10%), shiitake mushrooms (6.5%) and a mix of pumpkin, hemp, flax and chia seeds with spinach, delivering 19g protein and 6g fibre per 100g as a direct substitute for traditional tofu.
• THIS™ is Mushroom Crunchy Bites High-protein breaded pieces made from broad bean and pea protein, shiitake mushrooms and seeds, coated in a crunchy oats, quinoa and wheat crumb, delivering 24g protein per pack and ready in 4–6 minutes via air fryer.
• THIS™ Isn't Pork Salami Slices Plant-based smoked pork-style salami made from wheat protein (27%), seasoned with pepper and garlic and free from additives, delivering 22g protein per pack and ready to eat for sandwiches, wraps, charcuterie boards and snacks.
• THIS™ is Butter Bean & Red Lentil Burger with chilli & lime 100% plant-based legume burger made with butter beans, red lentils, quinoa, vegetables and seeds, flavoured with chilli and lime, delivering 13g protein per burger with a firm, juicy bite for pan-frying or air-frying.
• THIS™ Isn't Roast Chicken Slices Plant-based roast chicken-flavoured deli slices made from soya, wheat and pea plant proteins, delivering 19g protein per pack and a source of iron and vitamin B12, ready to eat for sandwiches, wraps and salads.
• THIS™ is Butter Bean Garlic & Paprika Superveg Slices Wholefood plant-based deli slices made with broad bean protein and butter beans, flavoured with garlic and paprika, delivering 17g protein per pack and high in iron and vitamin B12, ready to eat straight from the pack.
• THIS™ is Super Veg Pea, Lemon & Basil Protein Bites Frozen high-protein breaded bites made with pea protein (11%), peas, spinach, carrot and potato, with a multigrain coating of oats, wheat and red quinoa, flavoured with lemon and basil, for oven or air-fryer cooking from frozen.
• THIS™ Isn't Chicken Deli Pieces Plant-based chicken-flavoured deli pieces made from wheat, soya and pea protein with a Mediterranean-style marinade, ready-to-eat, delivering 28g protein per 100g for wraps, salads and snacking.
• THIS™ Isn't Cocktail Sausages Plant-based pork-flavoured cocktail sausages made from pea (15%) and fava (9%) protein in sodium alginate casings, eaten cold as a snack or as part of a picky-bits / picnic plate.
• THIS™ Isn't Pork Sausage Plant-based pork-flavoured sausages made from pea protein (15%) in a sodium alginate casing, with 83% less saturated fat than traditional pork sausages, marketed as award-winning for pan-frying, grilling or air-frying.
• THIS™ Isn't Pork Sausages (Frozen) Frozen format of THIS's plant-based pork-flavoured pea-protein sausages, designed for cooking from frozen in the oven, grill or air fryer.
• THIS™ Isn't Chicken Thighs Plant-based chicken-flavoured thighs made with soya protein concentrate (22%), with a crispy skin and succulent bite, intended for pan-frying or oven cooking whole or diced.
• THIS™ Isn't Chicken Pieces Plant-based chicken-style pieces made from soya protein concentrate (28%), fava protein isolate and pea protein, high in fibre and a source of iron and vitamin B12, for pasta, curries, salads and stir-fries.
• THIS™ Isn't Chicken Pieces (Frozen) Frozen format of THIS's plant-based soya-protein chicken-style pieces, intended for shallow-frying from frozen.
• THIS™ Isn't Chicken Wings Plant-based chicken-flavoured wings made with soya protein concentrate, with a crunchy skin and succulent chew, intended for air-frying or oven cooking from frozen.
• THIS™ Isn't Chicken Shawarma Plant-based chicken-style pieces made from soya protein (20%) in a shawarma-spiced marinade with mint, for pan-frying and serving in wraps or salads.
• THIS™ Isn't Bacon Rashers Plant-based bacon-style rashers made from soya and pea protein with a smoky flavour, pan-fried in 3–5 minutes for breakfast, sandwiches and salads.
• THIS™ Isn't Bacon Lardons Soy and pea protein plant-based bacon lardons, designed to be pan-fried until crispy and sprinkled over salads, pastas or any meal.
• THIS™ Isn't Chicken Kyiv Plant-based chicken-flavoured kyiv with a wild garlic vegan melt coated in a sourdough crumb, intended for oven or air-fryer cooking and served as a centrepiece with mash or chips.
• THIS™ Isn't Lamb Kebabs Plant-based lamb-flavoured kebabs on a skewer made from rehydrated textured pea protein (47%) with cumin and mint, high in protein and fibre with 30% less saturated fat, available seasonally for BBQ and grilling.
• THIS™ Isn't Caramelised Onion Pork Sausages Plant-based pork-flavoured sausages with caramelised red onion, made from textured pea protein, positioned as a sweet-and-savoury sausage variant low in saturated fat.
• THIS™ Isn't Beef Mince Plant-based beef-flavoured mince made from textured soya protein with 55% less saturated fat than beef mince, pan-fried from chilled and used in bolognese, chillies and tacos.
• THIS™ Isn't Beef Mince (Frozen) Frozen format of THIS's plant-based soya-protein beef-flavoured mince, cooked from frozen in sauce or pan-fried.
• THIS™ Isn't Beef Burger Plant-based beef-flavoured burgers made from textured soya protein (18%) with iron and vitamin B12, pan-fried or grilled for a meaty, juicy texture.
• THIS™ Isn't Streaky Bacon Plant-based streaky bacon-style rashers made from soya and pea protein with olive oil, smoked salt and natural smoke flavour, pan-fried for 2 minutes per side until crispy.
• THIS™ Isn't Roast Chicken & Stuffing Plant-based chicken-flavoured roast with sage and onion stuffing, made from soya and pea protein with a vegan garlic melt, oven-cooked for a Sunday roast centrepiece.
• THIS™ Isn't Chicken Kyiv (Foodservice) Bulk foodservice case format (2 x 2kg) of THIS's plant-based chicken-flavoured wild-garlic Kyiv for restaurant and catering operators.
• THIS™ Isn't Bacon Lardons (Foodservice) Bulk foodservice case format (5 x 1kg) of THIS's plant-based soya and pea protein bacon lardons for restaurant and catering operators.
• THIS™ Summer Sorted picnic range Seasonal picnic product bundle bringing together THIS's ready-to-eat deli slices (Beef Pastrami, Roast Chicken, Butter Bean Garlic & Paprika, Pork Salami) and cocktail sausages as a no-prep summer eating range.

Quantifiable outcome

• 31g protein per Fillet Steak with low saturated fat
• +11 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor, core and flagship.

• Quorn FoodsminorStrategic or Co-development Partner · 13 February 2026Co-signatory alongside THIS, Linda McCartney Foods and other plant-based companies on an open letter to the European Commission (Feb 2026) urging rejection of a proposed ban on using meat-associated terms for plant-based foods, ahead of the EU vote on 5 March 2026.
• Linda McCartney FoodsminorStrategic or Co-development Partner · 13 February 2026Co-signatory alongside THIS, Quorn Foods and other plant-based companies on an open letter to the European Commission (Feb 2026) urging rejection of a proposed ban on meat-associated naming for plant-based products.
• Forest BikeminorGTM or Marketing Partner · 1 January 2026Co-branded Summer Sorted picnic hamper promotion. Forest Bike, a fellow B Corp, is bundled with THIS products as a promotional prize, with Forest Bike minutes included to help winners reach their picnic destinations.
• TescocoreChannel Partner/ Reseller/ Distributor · 1 January 2026Major UK supermarket stocking THIS products, including dedicated e-commerce product pages for THIS™ Fillet Steak. Tesco is the most prominent grocery stockist referenced in the brand's online and offline retail distribution.
• Sainsbury'scoreChannel Partner/ Reseller/ Distributor · 1 January 2026Major UK supermarket stocking THIS products, including dedicated e-commerce product pages for THIS™ Fillet Steak and the new high-protein deli slice range.
• WaitrosecoreChannel Partner/ Reseller/ Distributor · 1 January 2026Major UK supermarket stocking THIS products, including dedicated e-commerce product pages for THIS™ Fillet Steak and the new high-protein deli slice range at £2.95 per pack.
• MorrisonscoreChannel Partner/ Reseller/ Distributor · 1 January 2026Major UK supermarket stocking the new THIS™ high-protein deli slice range at launch (Roast Chicken Slice; Butterbean, Garlic and Paprika Slice) at £2.95 per 95g pack.
• OcadoflagshipChannel Partner/ Reseller/ Distributor · 1 January 2019First retail listing secured by THIS in 2019; Ocado has been a key UK distribution and online grocery partner since launch, referenced in the company's own history timeline.

Scale indicators11 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Quorn Foods: UK market leader in meat alternatives (mycoprotein-based), owned by Unilever, sold across all major UK supermarkets and foodservice. Direct competitor to THIS across mince, chicken, sausages, deli slices and centrepieces in the same UK retail fixture.
• Linda McCartney Foods: Long-established UK plant-based meat brand (sausages, burgers, pies) sold in all major UK grocers. Co-signatory with THIS on the EU plant-based naming letter and a direct competitor for chilled and frozen meat-free fixture space.
• Beyond Meat: US-headquartered plant-based meat alternative brand with presence in UK retail (Tesco, Sainsbury's) and foodservice. Competes with THIS across burgers, mince and chicken alternatives with broader international distribution.
• Impossible Foods: Plant-based meat brand with UK retail and restaurant distribution. Competes with THIS in the burger and mince categories and shares the meat-mimic positioning strategy that THIS is now pivoting away from with its wholefood line.
• Meatless Farm: UK-headquartered plant-based meat brand (burgers, mince, sausages) distributed in UK supermarkets including Tesco, Sainsbury's and Morrisons. Most directly comparable UK plant-based challenger to THIS in size and channel mix, though currently under operational pressure.
• Cauldron Foods: UK pioneer of tofu-based products owned by Premier Foods, sold across UK retail. Overlaps with THIS's Mushroom 'Tofu', Super Veg Bites and Butter Bean ranges in the chilled wholefood plant-protein fixture.

Broad incumbents

• Birds Eye (Green Cuisine): Frozen plant-based range owned by Nomad Foods, leveraging the Birds Eye UK distribution network. Competes with THIS's frozen chicken and meat-free lines and represents an incumbent frozen-foods peer with substantially larger scale.

Emerging players

• Heura Foods: European plant-based meat brand (Spain) expanding into UK retail and foodservice with Mediterranean positioning. Comparable on product format and brand-led marketing, though focused on southern-European cuisine cues.
• The Tofoo Co. UK independent tofu brand sold in major UK supermarkets. Direct shelf-adjacent peer to THIS's Mushroom 'Tofu' and wholefood range, with comparable independent UK challenger positioning and similar retail customer set.

Regional players

• Vivera: Dutch plant-based meat brand with European retail listings. Similar chilled plant-based portfolio (chicken pieces, burgers, slices) and a relevant peer for THIS's product architecture, though primarily continental European.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInuk.linkedin.com/company/thisisntmeat
• Instagraminstagram.com/this.uk
• Facebookfacebook.com/thisfood

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds11 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THIS