As the UK experiences a heatwave, plant-based food company THIS™ has reported a 21% increase in sales of its burger and sausage ranges at Tesco and Sainsbury’s over the past two weeks. The rise in sales coincides with the increased popularity of barbecues during the summer months, with many consumers opting for meat-free alternatives at their grill sessions.
The future of BBQ is plant-based
Nick Ball, Commercial Director of THIS™, noted that the surge in sales reflects the growing demand for flavorful plant-based options. “Nothing says summer like the smell of a barbecued sausage wafting over the fence — and there’s a good chance it’s a plant-based one,” said Ball.
THIS™ offers a variety of products suited for grilling, including the THIS™ Isn’t Pork Sausages, This Isn’t Beef Plant-Based Burgers, and THIS™ Isn’t Lamb Kebabs. These items are designed to provide consumers with a satisfying taste and texture while also supporting sustainability efforts.
Grilling goes mobile
In addition to the sales increase, THIS™ recently launched a marketing campaign that takes plant-based grilling to the streets. The campaign featured a portable, wearable BBQ setup designed to demonstrate that grilling can take place anywhere. The rig, complete with glowing coals, fake smoke, and sizzling sound effects, was used in unexpected locations such as a pub bar, a bus stop, and a gym. The campaign was intended to show that plant-based BBQs are not limited by location.
The company has also recently expanded its product line with the launch of a new Super Superfood range in UK supermarkets, which focuses on whole-food proteins in addition to its traditional meat alternatives. This move aims to further diversify the company’s offerings in the growing plant-based food market.
Ball furthered, “With the UK heatwave prompting BBQs up and down the country, meat-free options are taking centre stage. A 21% uplift in our burger and sausage sales at Tesco and Sainsbury’s shows that shoppers are choosing big flavour without the compromise.”
