THIS™, the UK’s fastest-growing food or drinks companyhas announced its first international launch into the Netherlands, through an exclusive partnership with Albert Heijn. The much-anticipated debut of THIS™ products in the Netherlands marks a significant milestone for the brand, as it continues to make waves in the plant-based food industry, this time across the English Channel.
Live across an impressive 430 Albert Heijn stores in the Netherlands from 11th September, THIS™ is set to make an impact on the Dutch meat-free eating market. Four of the brand’s best-selling products will be sold to Dutch consumers; THIS™ Isn’t Beef Burgers, THIS™ Isn’t Chicken Pieces, THIS™ Isn’t Pork Sausages, and THIS™ Isn’t Streaky Bacon.
In the last 3 months alone THIS™ has added £1.6m to chilled meat-free, holding its place as the fastest growing brand in the category (IRI Temple Total Grocery). Now the largest independently owned brand in the sector, the London based meat alternative business is forecast to hit £20 million of revenue this year, over 50% up vs. prior year’s performance. The brand now looks to replicate its success in Europe, launching into the largest supermarket chain in the Netherlands.
A recent GFI report revealed that the Dutch have the highest consumption of plant-based foods per capita. Overall, European sales of plant-based foods grew 21% between 2020 and 2022, hitting a record high on the continent as new innovations have made alternatives to animal products more accessible. The Netherlands’ largest retailer, Albert Heijn, is a perfect partner for this launch having previously announced its ambition to ensure it helps customers transition to a plant-based diet ensuring 60% of proteins consumed come from vegetable sources by 2030 (Ahold Delhaize).
Andy Shovel, co-founder and co-CEO of THIS™ commented: “This has been a HUGE undertaking for the business as we’ve worked to secure a really strong partnership with Albert Heijn with a 4-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 partnership aligns perfectly with the brand’s commitment to providing accessible and high-quality plant-based options for all consumers, in the Netherlands’ biggest supermarket chain. In addition to the new product launches in store, THIS™ will be targeting Dutch consumers through a full marketing plan including the brand’s signature stunt activity.
THIS™ burgers, sausages, chicken pieces and streaky bacon is available in 430 Albert Heijn stores from 11th September 2023.
