Vegan marketing profile: THIS™

Aug 26, 2025 | Business & Marketing, Food, Health, Vegan food, Vegan marketing profiles, Vegan recipes

THIS meat company doesn’t involve animals, and that’s a good thing.

I can’t remember how or when I came across the UK’s THIS™, but I immediately labelled it one of the most brilliant plant-based meat alternative brands out there. I couldn’t get anyone from the company to contribute to my book, but it still got a shoutout, and it’s continued to churn out some of the best outdoor ad campaigns and videos I’ve seen.

Let’s learn all about this company!

Date founded: 2019

Headquartered in: London, England

Founder(s): Andy Shovel and Pete Sharman

Current CEO: Mark Cuddigan

Current CMO/Marketing Director: Debbie Epstein

Annual revenue: $28m

Annual marketing budget: unknown

Sharman and Shovel originally started a company called Meatology, but you can see how they crossed way over to the plant side in 2019.

Products/services: 

THIS™ offers plant-based meat alternatives and I love that they’ve already gone way past the obvious beef/pork/chicken alts.

Beef Alternatives:

  • This™ Isn’t Beef Burger
  • This™ Isn’t Beef Mince 
  • This™ Isn’t Beef Mince

Chicken Alternatives

  • This™ Isn’t Chicken Deli Pieces
  • This™ Isn’t Chicken Thighs
  • This™ Isn’t Chicken Wings
  • This™ Isn’t Chicken Tenders
  • This™ Isn’t Chicken Kyiv
  • This™ Isn’t Roast Chicken & Stuffing

Pork Alternatives

  • This™ Isn’t Pork Sausages
  • This™ Isn’t Caramelised Onion Pork Sausages

Bacon Alternatives

  • This™ Isn’t Bacon Rashers
  • This™ Isn’t Bacon Lardons

Lamb Alternatives

  • This™ Isn’t Lamb

Snacks & Appetizers

  • This™ Isn’t Cocktail Sausages

Specialty / Other

  • This™ Is Super Superfood (block & marinated pieces)

 

Brand features

1. Confident and definitive branding 

THIS™ takes a no-nonsense approach to its brand voice. Its tagline “THIS™ changes everything” is short, declarative, and leaves no room for doubt about its mission to redefine plant-based meat. Its  visual identity is similar, with bold typography and photos of products on the packaging. The photos give consumers everything they need to know about what the product looks like so they know exactly what they’re getting.

Even its product names, “This Isn’t Chicken” and “This Isn’t Pork” are confident statements in themselves, using a playful twist while asserting exactly what the consumer can expect.

THIS™ went through a big brand transformation around December 2024 to become more cohesive with its colour palettes and consistent in social media posts.

 

2. Focus on health

THIS™ positions the majority of its serving suggestions around veggie-focused meals. Compared to the plant-based meat brands that position themselves around “junk foods” like burgers, fries, etc., THIS™’s meal examples are more veggie-centric, like this ramen or sausage and baked potato. Its marketing and recipe inspiration lean toward balance and freshness, pairing its products with colourful vegetables, vibrant salads, and wholesome grains.

Recent recipe updates have halved ingredient lists by removing unnecessary additives, contributing to health concerns with plant-based meats. The product line is also fortified with vitamin B₁₂ and iron. 

 

3. British culture 

THIS™ embodies its British roots throughout its social media and website by infusing its brand voice and product names with dry and cheeky English humour. It often features many “British-isms” like the quintessential “picky bits” shown here, or highlighting British culture in other ways, here. Its product lines and collaborations reference classic British comfort foods like sausage rolls, roast dinners, and bacon sandwiches.

THIS™ even partnered with “the home of British comfort food,” Mother Mash. By offering plant-based versions of British classics, it appeals to consumers who may be interested in trying something new, but need a familiar setting in order to get there. By staying culturally rooted, THIS™ connects with local consumers in a way that feels relatable.

 

Top marketing tactics

1. Brand collaborations 

THIS™ partners primarily with grocery retailers and select food brands to expand its reach and increase availability for consumers.

2. Cultural references

One way THIS™ speaks to its audience is by appealing to current cultural moments, like highlighting the infamous summer Glastonbury Festival.

3. Publicity stunts

THIS™ has used shock-value marketing techniques to pique the public’s attention. I’ve shared more than a few of their videos in my vegan video roundups.

Website: this.co
Facebook: Facebook.com/thisfood
Instagram: @this.uk
LinkedIn: Linkedin.com/company/thisisntmeat
YouTube: Youtube.com/@THISUK
TikTok: @this.uk

 

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