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Popular vegan brand THIS ‘bacon’ and ‘chicken’ is launching in 544 Sainsbury’s stores across the U.K.

The brand – which is already available to buy in Tesco, Waitrose, Holland & Barrett and several other outlets – announced the news on Instagram.

THIS bacon in Sainsbury’s

The company shared an image of its vegan bacon and chicken.

It captioned the image: “544 Sainsbury’s stores – here we come. YEEEEEE budddddddy. Thanks fam, for the massive support and helping us get to this level [sic].”

The full list of stockists is available via the company’s website.

Big news

The latest announcement follows more big news: earlier this week it was revealed that Michelin-starred eatery the Harwood Arms, in London became the first of its kind to serve vegan meat, as part of a veggie Scotch egg dish.

In a statement sent to Plant Based News, Andy Shovel, co-founder of THIS, said that meat alternatives have ‘often been met with skepticism by Michelin-starred restaurants and chefs’, so he was ‘actually quite emotional’ when the Harwood Arms team said they wanted to put THIS on the menu.

He added that the collaboration represents ‘a major step forward in plant-based food innovation’ where products are now so realistic, they are welcomed into the world of fine dining. 

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.