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A plant-based company celebrated the Waitrose launch of its nuggets last month by giving away 7,000 of them.

THIS, which makes hyper-realistic chicken and bacon from plants, hired an Ed Sheeran lookalike to give away the nuggets in London’s Shoreditch.

The doppelganger – a bingo caller from Manchester called Ty Jones – fooled unsuspecting diners into believing that he was the real musical superstar, and that the nuggets were made from traditional chicken.* 

Vegan chicken nuggets

The nuggets, created by THIS, launched in 220 Waitrose stores at the end of December. The move was described as ‘an absolutely massive milestone’ by Andy Shovel, Co-founder of THIS, who said the company ‘couldn’t wait to really start shaking up the meat-free market in the UK’.

Speaking about the Ed Sheeran stunt, Shovel told PBN: “It couldn’t have gone down any better. People thought they were eating chicken and being served by a global superstar. Perfect.”

*Diners were warned in advance about all allergens.

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.