From veganfoodandliving.com
Plant-based steak night is getting an upgrade with the launch of the new THIS™ Fillet Steak, offering a high-protein, beef-free alternative
THIS™ has unveiled a sophisticated new look with the launch of its plant-based Fillet Steak, and it promises “big steak energy.”
Presented in darker, more premium packaging than we’re used to, THIS™ Fillet Steaks are designed to offer a deliciously juicy and meaty texture that the brand says looks and tastes just like steak, only plant-based.
With 31 grams of protein per steak and a refreshingly short ingredients list, this steak is also low in saturated fat and a source of fibre, iron and vitamin B12. This makes it a healthier alternative to steak, and a great choice for a high-protein weeknight treat.
THIS™ Fillet Steak will launch in Tesco from 13th April, and will appear in Asda, Waitrose, and Sainsbury’s over the following weeks.
THIS™ vegan Fillet Steaks
Inside each pack of THIS™ Fillet Steak are two 110-gram steak-style fillets made from wheat and soya protein. They’re peppercorn-marinated and develop crisp, charred edges when cooked. With a succulent, fibrous texture, they aim to deliver everything a steak-lover craves.
The easiest way to serve it is by pan-searing and serving with chips or slicing it onto a salad. But for aspiring chefs, this versatile vegan steak can be used in Wellingtons, pies, ragù and anything else you’d use a traditional fillet for. They can even be cooked on the barbecue when the weather starts to heat up.
While plant-based fillet steaks are nothing new, THIS™ believes that its new steaks are the first to truly deliver on texture, taste, and price point.
In a statement sent to Vegan Food & Living, Mark Cuddigan, CEO of THIS™ explained why THIS™ Fillet Steak is set to change the game. “It’s tender, rich and is priced so everyone can enjoy it,” he said, calling the steak “the missing piece the market has been searching for.”
“Most people wouldn’t believe it’s not beef,” he added.
The new fillet steak can be served in anything you'd use animal-based fillet steak for. Photo © THIS™
THIS is rebranding
The launch of the steaks marks the beginning of THIS’s brand new look. Starting with the Fillet Steaks, the brand will roll out its new logo and colour palette across its range of products. This is set to be a complete overhaul for the brand, with the well-known THIS™ cloud packaging removed in favour of a darker look, intended to appeal to foodies with a more premium design.
In addition to the upgraded logo and pack design, THIS™ will launch new food photography that it says “lets the products do the talking.”
This may not be the only update on the horizon, as new EU legislation surrounding meat-related names for plant-based products could mean the word “steak” has to be dropped from the new product’s name.
Vegan Food & Living has reached out to THIS™ for a statement on just what the plan might be.
https://www.veganfoodandliving.com/news/this-fillet-steak-new-look-brand/













