{"id":49528,"date":"2020-06-22T01:31:09","date_gmt":"2020-06-22T00:31:09","guid":{"rendered":"https:\/\/startups.co.uk\/startups-100\/?p=49528"},"modified":"2021-09-28T16:59:37","modified_gmt":"2021-09-28T15:59:37","slug":"30-this","status":"publish","type":"post","link":"https:\/\/startups.co.uk\/startups-100\/2020\/30-this\/","title":{"rendered":"30. THIS"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<\/p>\n<p><strong>Founders:<\/strong> Andy Shovel and Pete Sharman<br><strong>Founded:<\/strong> 2019<br><strong>Website:<\/strong> <a href=\"https:\/\/this.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">www.this.co<\/a><\/p>\n<p>THIS appears for the first time in the Startups 100 at position 30, offering plant-based food products for meat lovers.<\/p>\n<p>Starting in 2019, founders Andy Shovel and Pete Sharman wanted to create a product that was sustainable and ethically sound without sacrificing taste, texture, usability or nutritional value. After two years of research and development alongside world-leading scientists and flavourists, THIS began.<\/p>\n<p>With a core belief that meat-eaters shouldn&rsquo;t have to compromise on taste if they want to cut down on meat, THIS&rsquo; target market isn&rsquo;t necessarily vegans, but those looking to cut down on their meat consumption. Today, a third of the UK population falls into this category of &lsquo;meat reducer&rsquo;, marking a clear market for a business like THIS that can offer a product that effectively mimics the taste and texture of real meat.<\/p>\n<p>Available in restaurants and from several big-name retailers, THIS is quickly making a name for itself on the UK food scene. With a range of eight products so far (focussing on &lsquo;isn&rsquo;t chicken&rsquo; and &lsquo;isn&rsquo;t bacon&rsquo;), the brand is looking to expand in the coming years.<\/p>\n<p>One of the questions THIS is always asked is &lsquo;how do you get it to taste so similar to meat?&rsquo;. Shovel and Sharman make no bones about how difficult this has been &ndash; it&rsquo;s taken nearly two years to perfect their recipes, and they&rsquo;ve thought of everything, from smell to texture.<\/p>\n<p>At a time when consumers are more discerning, and want products that help them achieve their moral and ethical goals, THIS is tapping into a huge market.<\/p>\n<p>As vegan products become more prominent, recipes and ingredients that replicate the taste and texture of the products being replaced are sure to offer THIS a taste of business success.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text] Founders: Andy Shovel and Pete SharmanFounded: 2019Website: www.this.co THIS appears for the first time in the Startups 100 at position 30, offering plant-based food products for meat lovers. Starting in 2019, founders Andy Shovel and Pete Sharman wanted to create a product that was sustainable and ethically sound without sacrificing taste, texture, usability or [&hellip;]<\/p>\n","protected":false},"author":91464,"featured_media":49529,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[186],"tags":[],"class_list":["post-49528","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-186"],"acf":[],"yoast_head":"\n<title>30. 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THIS - Startups 100 2020 | Startups.co.uk\" \/>\n<meta property=\"og:description\" content=\"THIS makes hyper-realistic meat alternatives for meat lovers\" \/>\n<meta property=\"og:url\" content=\"https:\/\/startups.co.uk\/startups-100\/2020\/30-this\/\" \/>\n<meta property=\"og:site_name\" content=\"Startups 100 by Startups.co.uk: Start up a successful business\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-22T00:31:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-09-28T15:59:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/3\/2020\/06\/19164925\/THIS-Startups-100.png\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"490\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alec Hawley\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alec Hawley\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/startups.co.uk\/startups-100\/2020\/30-this\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/startups.co.uk\/startups-100\/2020\/30-this\/\"},\"author\":{\"name\":\"Alec Hawley\",\"@id\":\"https:\/\/startups.co.uk\/startups-100\/#\/schema\/person\/fc5d84e7ef3bf47cee0172f034b53c4e\"},\"headline\":\"30. 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