Plant-based meat brand THIS is the first meat alternative brand to feature on a UK Michelin starred restaurant menu.
The famous gastropub Harwood Arms will serve its first-ever meat-free dish using THIS plant-based bacon.
The award-winning London pub known for its focus on British food and game is using THIS plant-based bacon to mimic the taste, texture and appearance of meat, in its first-ever meat-free dish.
Available at the only Michelin-starred pub in London, the vegetarian Glamorgan Scotch egg (£5.50) features a mixture of herbs, leeks and THIS plant-based bacon to create a savoury and meaty taste.
The partnership follows the increased demand for meat-free options from diners as an estimated eight million Britons are eating more plant-based food now than ever before. According to research company Mintel, the global meat alternatives market is expected to reach $17.5 billion by 2027 (at a compound annual growth rate of 15.1% between 2020 to 2027) largely due to Covid-19.
In the statement sent to TheVeganKind, Andy Shovel, Co-Founder of THIS said:
“Meat alternatives have often been met with scepticism by Michelin-starred restaurants and chefs so I was actually quite emotional when the Harwood Arms team told us they wanted to put THIS on their menu. Our collaboration represents a major step forward in plant-based food innovation where products are now so realistic; they are welcomed into the world of fine dining.
“To get a Michelin star stamp of approval within a year of launching is a real validation for all of the hard work that our whole team has been putting in and chefs at Sally’s level don’t mess about when it comes to ingredients, so we can all pat ourselves on the back after their endorsement.”
THIS creates the most realistic chicken and bacon meat-alternatives in the world following two years of research and development and partnering with world-leading texture scientists and flavourists. THIS products mimic meat in taste, texture, appearance and versatility, but without the ethical or environmental impact, using peas and soya beans as the base.
The news comes as THIS recently raised £4m on Seedrs crowd-funding campaign, including investment from an international footballer, Chris Smalling. THIS was the fastest FMCG business ever to hit the target and the fastest campaign ever to hit over £1.5m. The brand is also one of the fastest-growing and top-selling plant-based food brands in the UK.