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A new vegan bacon will launch in Holland & Barrett in early July – and its makers say it will ‘fool carnivores’.

The bacon was created by UK startup THIS, whose total product line includes chicken rotisserie pieces, and panko-bread-crumbed goujons of chicken, among other items.

The company will launch sea salt & black pepper chicken pieces and chicken tikka pieces in the health food store at the same time.

‘Making plant-based the norm’

“We had a job before we co-founded THIS,” THIS co-founders, Andy Shovel and Pete Sharman, told Plant Based News. “We established and ran a burger (as in, beef) restaurant chain called Chosen Bun. As far as U-turns go, this is a whopper.”

“When we sold that business in 2016, we realized some stuff – that maybe we should eat less meat – fairly urgently, and that if you don’t like tofu, or food with orange packaging, you don’t have that much of a meat-alternative choice.

“And so, we made THIS. It’s ridiculously high in protein, it tastes sensational and it’s produced by people who won’t guilt-trip you if you also eat meat. We’re brazen about our ambition – we want to make plant-based the norm.”