Reading Time: < 1 minute The new product was designed to appeal to meat eaters (Photo: Supplied)
Reading Time: < 1 minute

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.”

Maria Chiorando

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.