The latest food and beverage industry news and trend analysis

UK-based plant-based meat producer THIS has announced the launch of two ready-to-eat deli slice products, marking a strategic expansion into the convenient snacking and food-to-go segments. The new offerings, "This Isn't Roast Chicken Slices" and "This Butter Bean, Garlic and Paprika Slices," are designed to provide a plant-based alternative to traditional deli counter staples without requiring additional preparation.

The launch addresses a significant gap in the chilled meat-alternative category, specifically targeting consumer demand for versatile, high-protein options that can be utilised in premium sandwiches or consumed as standalone snacks.

The ready-to-eat format positions these products within the high-growth food-to-go sector. By removing the need for cooking or preparation, THIS is catering to the "lunchtime" and "quick-prep" meal occasions that drive a substantial portion of deli counter volume.

According to the company, the "This Isn't Roast Chicken Slices" were developed to specifically replicate the fibrous bite and texture of traditional poultry. This focus on sensory performance aims to mitigate common consumer criticisms regarding the "rubbery" or overly processed texture often found in legacy plant-based deli products.

Ingredient Innovation and Nutritional Profile

The second variant, featuring butter beans, garlic, and paprika, represents a shift toward "whole-food" ingredient integration. By utilising butter beans as a primary component, the brand is tapping into the trend for recognisable, "from-scratch" ingredient profiles that offer a distinct flavour and texture compared to traditional soy or pea-protein isolates.

Both SKUs are engineered to meet specific nutritional benchmarks favoured by health-conscious consumers:

• Protein Content: Positioned as high-protein alternatives.

• Micronutrients: Fortified with vitamin B12 and iron to match the nutritional benefits of animal-based meats.

• Health Metrics: Formulated to be low in saturated fat.

Retail Distribution and Pricing

THIS is implementing a phased rollout across major UK grocery channels to maximise market penetration during the spring season. The products are packaged in 95g formats with a recommended retail price (RRP) of £2.85.

The distribution schedule is as follows:

• Morrisons: Initial debut on 22 April.

• Waitrose: Stocking the chicken slices variant from 6 May.

• Sainsbury’s: Carrying both SKUs from 6 May.

Plant-Based Deli Counter

The move into the deli slice category highlights a broader maturation of the plant-based sector, where brands are moving beyond primary "centre-of-plate" proteins like burgers and sausages into specialised sub-categories. For retailers, these products provide an opportunity to upgrade the plant-based fixture with "bar-quality" or "deli-style" options that justify a premium price point over standard meat alternatives.

As the brand continues to scale its presence in the UK, the success of these deli slices will likely be measured by their ability to secure space in both traditional chilled aisles and front-of-store "meal deal" or snacking refrigerators.