Meat alternative brand This has announced its international debut in the Netherlands, partnering with Albert Heijn.
- Four This products will be available in 430 Albert Heijn stores from 11 September.
- The brand has significantly contributed to the chilled meat-free sector with a £1.6m increase over the last three months.
- This aims to mirror its UK success across Europe, with plant-based foods gaining popularity.
- Co-founder Andy Shovel expresses enthusiasm over the strategic partnership and market potential.
The UK-based plant-based meat brand, This, has revealed its first foray into international markets with a strategic move into the Netherlands. This expansion is marked by an exclusive partnership with the prominent Dutch supermarket chain, Albert Heijn. The collaboration will see four of This’s acclaimed products, including This Isn’t Beef Burgers and This Isn’t Chicken Pieces, becoming available across 430 Albert Heijn stores starting 11 September.
This has recently demonstrated impressive growth within the chilled meat-free sector, showing a notable £1.6 million increase over the past three months. The brand anticipates its annual revenue to reach £20 million, reflecting its successful penetration of the market and consumer trends toward plant-based diets.
This strategic expansion into Europe is driven by the significant rise in plant-based food consumption across the continent, which has seen a 21% increase from 2020 to 2022. The Netherlands stands out with the highest per capita consumption of plant-based foods, making it an ideal starting point for the company’s European ambitions.
Andy Shovel, co-founder and co-CEO of This, shared his excitement over securing a partnership in one of the most dynamic markets for plant-based products globally, stating, “This has been a huge undertaking for the business as we’ve worked to secure a really strong partnership with Albert Heijn with a four-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 recent development follows the brand’s expansion of its food-to-go product line in the UK, introducing new offerings such as the This Isn’t Chicken and Bacon Wrap. The move underscores This’s strategy of leveraging its innovative approach to meet the evolving demands of modern consumers, both domestically and internationally.
This’s strategic expansion into the Netherlands positions the brand well amidst increasing European demand for plant-based alternatives.
