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Business of Food

THIS makes first international launch at Dutch supermarket Albert Heijn  

young woman with glasses smiling
2 min read
AUTHOR: Fiona Holland
THIS Isn't Bacon plant-based product in plastic wrapping with design for Dutch market on light green background

Plant-based meat alternatives company THIS has announced an exclusive partnership with the largest supermarket chain in the Netherlands, Albert Heijn, marking the start-up’s first international launch.

From 11 September 2023, four THIS products will be available to Dutch customers in 430 Albert Heijn stores, including its plant-based chicken pieces, pork sausages, and streaky bacon.

The launch comes at a time when Albert Heijn is looking to expand its plant-based range. Last year, the retailer committed to ensuring that 60% of its protein products would not come from animals by 2030.

Significant efforts are being made to encourage Dutch consumers to follow a more plant-based diet. Earlier this week, 10 corporate caterers teamed up with animal welfare organisation Wakker Dier to pledge to make the majority of proteins they sell plant-based in the next seven years.

THIS has added £1.6 million to the chilled meat-free sector in the last three months, helping it maintain its position as the largest independently owned brand working in this area, according to insights from IRI Temple Total Grocery. In 2022, the company reached an annual sales growth rate of over 246%. It says it expects to hit £20 million of revenue in 2023, which is a 50% higher performance than last year.

Andy Shovel, co-founder and co-CEO of THIS commented on the news in a statement: “This has been a HUGE undertaking for the business as we’ve worked to secure a really strong partnership with Albert Heijn with a 4-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.”


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