THIS Drops ‘THIS IS’Superfood, APT - A New chapter for Plant-Based Protein

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After 5.5 years of playful meat mimicry with its ‘THIS ISN’T’ range, UK-based food company THIS is making a serious new play. Launching next week in major UK retailers, 'THIS IS SUPER SUPERFOOD' marks the company’s first official move into APT — A Protein Thing sector. And it’s not just a new product, it’s a category shake-up.

Source: THIS UK - Super APT - Superfood - not a meat mimic but packing a nutritional bunch.

Made from shiitake mushrooms for texture, seeds, hemp hearts, spinach, fava bean protein, and four identified superfoods, the product is designed to outpace tofu on nutrition, flavour, and protein, while offering a completely new plant-based texture. It’s also one of your five-a-day per portion, with a clean label of all-natural ingredients.

Andy Shovel, co-founder of THIS, says the product is the result of two years of deep R&D:

“There’s nothing quite like it on the market. It’s more nutritious, more flavoursome and higher in protein than tofu. The texture is totally different to anything else out there. We’re not just putting out another meat alternative, this is something new, and I really hope consumers are as excited about it as we are.”

Andy Shovel also hinted the product signals a larger vision under the company’s APT platform, which aims to push the boundaries of what plant-based can be, without leaning on meat mimicry.

THIS IS SUPER SUPERFOOD will launch in both block and marinated piece formats, with more innovations on the way. While the company isn’t walking away from its core range of meat alternatives, it’s clear THIS sees a future where plant-based innovation stands firmly on its own terms.

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