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Plant-based startup THIS is to launch its ‘hyper-realistic’ alternatives to chicken and bacon in a major UK supermarket.

The brand, which hit Holland & Barrett stores nationwide and Ocado back in June, will launch in 220 Waitrose locations across the country on December 30. 

The retailer will stock the award-winning THIS Isn’t Bacon, THIS Isn’t Chicken Salt & Pepper pieces, Tikka Pieces, as well as the brand’s new THIS Isn’t Chicken Goujons range. Prices range from £2.95- £3.85. 

‘An absolutely massive milestone’

In a statement sent to Plant Based News, Andy Shovel, Co-founder of THIS, said: “It’s an absolutely massive milestone for THIS. Waitrose is the perfect first supermarket partner. 

“We can’t wait to really start shaking up the meat-free market in the UK.”

‘A breakthrough’

THIS conducted a blind taste test of its Tikka Pieces on 65 meat-eaters selected randomly on the streets of London. 

More than 92 percent of respondents thought both products were chicken made from animal meat. 

“This is the first time ever that people cannot tell the difference between plant-based chicken and real chicken,” the brand said in a statement.

“It’s a breakthrough in terms of food tech and plant-based meat-alternative realism. Meat eaters no longer have to compromise if they are looking to cut down on meat.”

Liam Giliver

Liam is the former Deputy Editor of Plant Based News. He has written for The Independent, Huffington Post, Attitude Magazine, and more. He is also the author of 'We're Worried About Him'.