Plant-Based Meat Giant Creates Alternative Queen’s Speech Using Deepfake Technology

THIS used deepfake technology, saying its plant-based meat looks and taste like meat and this looks and sounds like the Queen


2 Minutes Read

Vegan Queens speech The alternative Queen's speech was created by THIS - Media Credit:

A plant-based meat giant has created an alternative Queen’s speech – using deepfake technology.

Every year, the Queen addresses the Commonwealth of Nations on Christmas Day, in a tradition started in 1932.

Officially called the Queen’s Christmas Message – and more colloquially known as the Queen’s Speech – it typically chronicle’s the year’s significant events.

Deepfake speech

This year, plant-based food giant THIS has created an alternative Christmas Message – creating what it describes as ‘what the real Queen’s speech should look like’.

THIS used deepfake technology to imitate the Queen, saying ‘like the plant-based products [THIS creates], which look and taste like meat this looks and sounds like the Queen’. 

The UK startup adds that it The ‘prides itself on confusing customers who eat THIS, and think they’re eating meat, so the video is a befitting stunt’. 

Vegan bacon

In a statement sent to Plant-Based News, Andy Shovel, co-founder of THIS, said: “Who knows if Her Majesty eats much plant-based food. I personally like to imagine her enjoying a THIS ISN’T BACON butty whilst catching up on Saturday Kitchen.

“but I suppose we’ll never know.”

THIS vegan meat

THIS has had huge success in 2020, launching its plant-based meat more than 400 Asda stores across the UK.

The brand has seen hyper-growth throughout the pandemic; it launched in Sainsbury’s as well as Tesco and Asda.

With these launches, the products became available in three of the ‘big four’ supermarkets within five months.

Plant-based meat

Speaking about the launches, Andy Shovel co-Founder of THIS, said: “Launching into ASDA is a huge opportunity for us. The pandemic has definitely been a bit of a curveball but luckily people still like to eat.

“We’ve had to pivot our sales strategy from about 70 percent retail and 30 percent foodservice to mostly retail (85 percent). Fortunately, the demand for plant-based foods has really surged during the pandemic.”

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