UK Brand Sells More than 3 Million Servings of Vegan Bacon and Chicken in Less Than a Year

Since its launch in June 2019, British vegan brand THIS has sold more than 3 million portions of its plant-based meat products. Founded by restaurateurs Andy Shovel and Pete Sharman, the company creates realistic vegan versions of bacon (THIS Isn’t Bacon) and chicken (THIS Isn’t Chicken) from soy and pea protein. Currently, THIS products are stocked in 1,200 supermarkets and restaurants across the United Kingdom. 

From February to March this year, the company doubled its revenue and its supermarket sales are increasing 35 percent per month amid the COVID-19 outbreak. “Ain’t no pandemic going to keep THIS down,” Shovel said. Last month, THIS partnered with organizations City Harvest and Made in Hackney to donate more than a ton of THIS Isn’t Chicken to feed those in need.