NEW VEGAN BACON LAUNCHING IN STORES ACROSS UK

New startup THIS is preparing to launch its vegan meat products at chain market Holland & Barrett before debuting at eatery chain Patty & Bun in the United Kingdom in June.

The company is founded by restaurateurs Andy Shovel and Pete Sharman, the company aim is to create realistic vegan bacon and vegan chicken from soy and pea protein.

“Our acid test for all our products is that they must be able to fool meat eaters.

That’s why we’ve spent so long developing the recipes,” Shovel sad in a statement for The Grocer.  “We’re divorcing ourselves from tofu and traditional vegan foods to create something meat eaters will love.”

The brand’s vegan products are labeled “This isn’t bacon” and “This isn’t chicken,” the latter of which comes in flavors such as tikka, garlic and soy, rotisserie, barbecue, and breaded “goujon” varieties.