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HomeNewsUK plant-based meat brand 'This' makes its debut in the Netherlands

UK plant-based meat brand ‘This’ makes its debut in the Netherlands

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This, the UK plant-based meat business, has made its first foray into an international market by securing listings at the Netherlands’ largest supermarket group, Albert Heijn.

The London-based company characterized this step as a “significant achievement for the brand.”

Its products have already found their way onto the shelves of major UK supermarkets such as Tesco, where the company participated in its incubator program in 2020, as well as Morrisons and Sainsbury’s.

Starting September 11th, these products will be offered for sale in 430 Albert Heijn stores across the Netherlands. Dutch consumers will have access to four of the brand’s top-selling items: This Isn’t Beef Burgers, This Isn’t Chicken Pieces, This Isn’t Pork Sausages, and This Isn’t Streaky Bacon.

This is expressing strong confidence in its prospects in the Netherlands, citing a recent GFI report that highlighted the Dutch as having the highest per capita consumption of plant-based foods.

Last year, Albert Heijn pledged its support for the nation’s plant-based movement, with a goal to see 60% of protein consumption in the country sourced from plant-based products by 2030.

Andy Shovel, Co-Founder and Co-CEO of This, said, “This has been a huge undertaking for the business as we’ve worked to secure a really strong partnership with Albert Heijn with a four-strong range to launch into one of the hottest markets for plant-based globally.”

This said it is forecast to hit £20m ($25.1m) of revenue this year, more than 50% up on last year’s performance.

The company has leveraged crowdfunding to secure funding for its growth initiatives. Earlier this year, it successfully raised £15 million, earmarked for bolstering its research and development capabilities, streamlining its supply chains, and supporting its expansion efforts in international markets.

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