The plant-based brand “This” is expanding internationally into the Netherlands.
- In partnership with Albert Heijn, This will introduce four of its products.
- The launch aims to tap into the growing European plant-based food market.
- This has seen significant sales growth in the UK, reaching £1.6m recently.
- The brand’s co-founder highlights this as a major business undertaking.
The UK-based plant-based meat alternative brand, This, is embarking on its first international expansion. This strategic move is marked by an exclusive partnership with Albert Heijn, a leading supermarket chain in the Netherlands. Commencing on 11 September, This will introduce four of its well-acclaimed products, namely This Isn’t Beef Burgers, This Isn’t Chicken Pieces, This Isn’t Pork Sausages, and This Isn’t Streaky Bacon, across 430 Albert Heijn stores.
This expansion is not only a significant milestone for the brand but also strategically timed with the growing demand for plant-based foods in Europe. Sales of plant-based foods in the continent increased by 21% between 2020 and 2022, indicating a robust market potential. According to a recent GFI report, the Netherlands leads in per capita consumption of plant-based foods, making it an ideal entry point for the brand’s international ambitions.
In the UK, This has already demonstrated its capability to capture market share, having added £1.6 million to the chilled meat-free category over the past three months. The brand is on track to achieve an estimated £20 million in revenue this year. This co-founder and co-CEO, Andy Shovel, remarked, “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. We’re over the moon, and almost over the English Channel.”
This recent venture into the Dutch market coincides with the brand’s expansion of its food-to-go product portfolio within the UK. This has introduced new salads and sandwiches, further solidifying its presence in the plant-based food sector.
The launch in the Netherlands is a pivotal expansion for This, promising to strengthen its position in the burgeoning plant-based food market.
