THIS™ launches innovative plant-based protein range in UK supermarkets
THIS™ launches new Super Superfood introduces a new plant-based protein range featuring a Super Block and Marinated Pieces, rich in fava bean protein and enhanced with seeds and mushrooms. Launching in major supermarkets from late April, the products offer higher protein and versatile flavors.
A new plant-based product range called Super Superfood is set to launch in major UK supermarkets, offering consumers an innovative alternative in the growing plant-based protein market.
The range includes the ‘THIS is Super Superfood Super Block’ (250g) and the ‘THIS is Super Superfood Marinated Pieces’ (180g). The Super Block is made from fava bean protein, seeds, and vegetables, boasting 30% more protein than traditional tofu. The Marinated Pieces use the same base recipe but are enhanced with a lemon and herb marinade for added flavour variety.
Both items will retail at £3.95 per pack. Their supermarket debut begins on 28 April in Tesco and Ocado, followed by Waitrose from 30 April, with Sainsbury’s and Asda stocking the range in May.
Mark Cuddigan, CEO of THIS™, highlighted the significance of the launch in an interview with Food Manufacture, saying the company is creating a “whole new plant-based protein and texture”. He elaborated, “The plant-based category is evolving, and THIS is Super Superfood offers consumers something new – a product and format that is high in protein and also delivers a delicious, versatile, and nutritious option. THIS isn’t going anywhere though, we’re just growing. We still make the best plant-based meat alternatives, but now we’re giving consumers more options.”
Cuddigan explained that the brand aims to accommodate diverse dietary preferences, targeting meat-lovers, flexitarians, and those fully committed to plant-based diets alike. “Whether you want meat-like texture or whole-food protein, we’ve got you covered,” he added.
Luke Byrne, Innovation Director at THIS™, provided detailed insight into the development of the product. He described how their “innovative superfood technology harnesses the natural synergy of beans, seeds, and mushrooms to create an entirely new plant-based texture.” Byrne noted that the key protein source is fava bean protein, which is blended with shiitake mushrooms, known for their rich umami flavour and unique mouthfeel, along with selected seeds to add complexity and enhance texture.
He summed up the new recipe as proof that “simple ingredients can be used to create something truly innovative,” adding that their cutting-edge approach enables the company to craft “a next-generation plant-based protein – one that is not only nutritious but also elevates texture and taste to unprecedented levels.”
This launch demonstrates the continued expansion and diversification within the plant-based food market, providing consumers with fresh options that focus on both nutritional value and sensory appeal.
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