Over the weekend, Londoners were treated to free vegan nuggets given out by a server who many thought was musician Ed Sheeran. The event was organized by United Kingdom-based startup THIS to send a message that look-alikes (such as their chicken and the doppleganger) could be just as exciting as the real thing. In videos posted by TMZ, Londoners lined up to sample the vegan nuggets and take photos with who they thought was the popular musician but was actually 25-year-old actor Ty Jones.
Founded by restaurateurs Andy Shovel and Pete Sharman—who also co-founded beef burger chain Chosen Bun—THIS creates realistic vegan versions of meat from soy and pea protein and currently stocks its products, including THIS Isn’t Chicken and THIS Isn’t Bacon, at UK retailers Holland & Barrett and Ocado, and animal butcher shop Thurston Butchers, among others. The real Sheeran did give out vegan food back in 2018 when he ordered Domino’s pizza—with vegan options—for a crowd of fans waiting for his show in Brisbane, Australia.
Photo Credit: Mercury News/THIS