New startup THIS will launch its vegan meat products at retailer Holland & Barrett before debuting at restaurant chain Patty & Bun in the United Kingdom in June. Founded by restaurateurs Andy Shovel and Pete Sharman, the company creates realistic vegan versions of bacon and chicken from soy and pea protein. “Our acid test for all our products is that they must be able to fool meat eaters. That’s why we’ve spent so long developing the recipes,” Shovel told The Grocer. “We’re divorcing ourselves from tofu and traditional vegan foods to create something meat eaters will love.” The brand’s products are boldly labeled “This isn’t bacon” and “This isn’t chicken,” the latter of which comes in flavors such as tikka, garlic and soy, rotisserie, barbecue, and breaded “goujon” varieties.
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