Reading Time: 2 minutes THIS is selling huge amounts of its plant-based bacon Credit: Supplied to Plant Based News
Reading Time: 2 minutes

Major vegan brand THIS is set to make a staggering £1 million in sales in January alone.

THIS, which is best known for its vegan bacon and chicken pieces, revealed to Plant Based News that it has made over £300,000 of retail sales in the first week of January alone.

According to the company, its bestseller is its THIS Isn’t Bacon plant-based rashers, followed by THIS Isn’t Chicken Salt & Pepper pieces.

Vegan brand

In a statement sent to PBN, Andy Shovel, Co-Founder of THIS, said: “With Veganuary beginning in lockdown this year, we weren’t completely sure what would happen. 

“Whilst people have been ordering dishes with our products via online takeaway, our restaurant sales are naturally down compared to last year, but our boost in retail sales have compensated for this loss.”


THIS’ massive sales come amid Veganuary’s biggest year yet. The initiative, which was conceived by husband and wife team Matthew Glover and Jane Land at their kitchen table, had its first outing in 2014. Around 3,000 people took part.

Sign-ups this year have so far exceeded more than 540,000 official participants. Many more are expected to take part without signing the official pledge.

Veganuary supermarkets

This year has also seen major supermarkets lend their support to the intiative. Among those getting involved are Aldi. It ‘has a Veganuary webpage. This not only highlights its plant-based products but also sets out the main reasons to try vegan’. These include ‘caring for animals, staying healthy, being greener and more sustainability’.

Another is Asda. It ‘has a dedicated Veganuary webpage that explains what a vegan diet is. It also highlights three of the reasons to try vegan’. Tesco also ‘has a dedicated Veganuary webpage with recipes, product highlights and tips on making vegan swaps’

‘The way forward’

In a statement sent to Plant Based News, Toni Vernelli, Veganuary’s Head of Communications, said: “While new vegan product launches from big-name brands are exciting, the way British supermarkets have embraced Veganuary this year is truly game-changing. 

“They are not simply using it as a marketing opportunity. [They] are promoting the many benefits of plant-based eating and encouraging people to give it a try. 

“As bastions of our food supply, they know that the only sustainable way forward is plant-focused.” 

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.