British plant-based meat company This has made its debut in the overseas market by securing listings at Albert Heijn, the largest supermarket chain in the Netherlands. This move is a significant milestone for the brand.
This’s products, which are already available in major UK supermarkets including Tesco, Morrisons, and Sainsbury’s, will now be introduced in 430 Albert Heijn stores in the Netherlands starting from 11 September. Dutch consumers will have access to four popular products from This, namely the This Isn’t Beef Burgers, This Isn’t Chicken Pieces, This Isn’t Pork Sausages, and This Isn’t Streaky Bacon.
This is confident about its success in the Netherlands, and this is supported by a recent GFI report revealing that the Dutch have the highest per capita consumption of plant-based foods. Albert Heijn is committed to promoting the country’s plant-based movement and aims to have 60% of consumed proteins in the Netherlands being plant-based by 2030.
Andy Shovel, co-founder and co-CEO of This, expressed the significance of securing a strong partnership with Albert Heijn and launching into one of the hottest markets for plant-based products globally. This expects its revenue to exceed £20m ($25.1m) this year, marking a growth of over 50% compared to the previous year.
Notably, This has utilized crowdfunding to raise funds for its development. Earlier this year, the company raised £15m to enhance its R&D capabilities, streamline its supply chains, and support its expansion plans overseas.
Furthermore, Andy Shovel will be one of the keynote speakers at the upcoming two-day Meat Free Strategies 2023 conference in London. The event, organized by international events group Arena, will also feature prominent industry figures such as Heather Mills (founder of VBites), Christopher King (co-founder and CEO of Better Nature Tempeh), and Claire White McKay (food development manager at Quorn Foods).
