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THIS Pastrami Deli Slice Launch

THIS Pastrami Deli Slice visual media

THIS has just lobbed three fresh plant-based products into UK supermarkets, but it’s the pastrami deli slice catching eyes. Forget anaemic slices of soy, this is smoky, chewy, and aimed squarely at the deli shelf where tradition still rules.


Why does that matter? Because cold cuts are one of the last meat frontiers for flexitarians to give up. People love the ritual, folding slices into sandwiches, stacking them on crackers. THIS isn’t just selling protein, it’s selling familiarity with a plant-based upgrade.


Pair that with their Super Superfood frozen bites and breaded veg-protein pieces, and you’ve got a brand hedging its bets with one foot in indulgent deli nostalgia, the other in clean-label, whole-food cred. It’s a clever straddle in a category that needs both.



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