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A U.K-based plant-based meat company has sold 4.5million portions of its vegan bacon in 2020.

THIS creates what it describes as ‘hyper-realistic plant-based food for meat lovers’.

THIS Isn’t Bacon (RRP £3) – its most popular product – will launch in 544 Sainsbury’s stores this week. Its THIS Isn’t Chicken Salt & Pepper pieces, (RRP £3.85) will also hit shelves.

The brand’s vegan chicken also hits shelves this week Credit: Supplied to Plant Based News

Vegan bacon and chicken

Andy Shovel, co-founder of THIS, said: “It’s an absolutely massive milestone for THIS to be launching into Sainsbury’s and it forms a significant part of our growth plans.

“We’re grateful that we can add something new and exciting to the supermarket’s plant-based offering with our bacon and chicken alternatives, which mimic meat in taste, texture, appearance and high protein content.

“Hopefully, we can onboard even more meat-lovers who haven’t yet been won over by plant-based food.”

THIS says it plans to accelerate growth by investing £1m into a plant-based innovation center.

Maria Chiorando

Maria is a news and features writer for 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. She was previously the editor of Plant Based News for over 3 years.