Why Oat Milk Keeps Winning While Plant-Based Meat Keeps Losing

From vegnews.com

By Charlotte Pointing

While dairy alternatives surge toward a multi-billion-dollar future, plant-based meat sales continue to decline. Here’s why experts think the categories are moving in different directions

In 2024, Brian Niccol officially stepped into the role of CEO at Starbucks and quickly got to work trying to revive the struggling coffee giant. Among his first major changes? Bringing back condiment bars and permanently eliminating the dairy-free milk surcharge.

At the time, Niccol said the move was about “embracing all the ways our customers enjoy their Starbucks.” But the CEO likely also understood that dairy-free milks are big business, and charging extra for them was likely only pushing customers away.

Starbucks isn’t alone. Several major chains, including Dunkin’ and Peet’s Coffee, have eliminated dairy-free surcharges in recent years. In grocery stores, too, customers can now choose from shelves stacked with alternative milk options. Where there was once perhaps a choice between cow’s milk and a lonely soy option, there is now a growing array of oat, nut, and even corn milk available.

                                                                                                                                        Starbucks

There’s no doubt the dairy alternatives market is thriving. By 2033, Grand View Research predicts the industry will surge from its 2025 value of $36 billion to nearly $96 billion. Fortune Business Insights is even more optimistic, estimating the market was worth nearly $42 billion in 2026 and will exceed $118 billion by 2034. In the US alone, Grand View Research estimates the US dairy alternatives market could surpass $20 billion by 2033.

Plant-based meat, in contrast, is trailing behind. Per the Good Food Institute, SPINS data shows plant-based meat and seafood sales are declining in the US. In 2025, dollar sales fell by 10 percent, while unit sales dropped by 11 percent.

According to data from Circana, dairy alternatives account for 21 percent of Europe’s entire plant-based food market, while plant-based meat holds just four percent.

So, why are dairy-free options proving so popular? 

According to experts, the answer is relatively simple: alternative milks have become part of many consumers’ daily routines in a way plant-based meats have not. A latte, for example, remains fundamentally the same product—just with a different milk.

“The fact that plant-based milk can be used in everyday products people are already familiar with is likely to play a significant role,” said Lorena Savani of EIT Food to Dairy Reporter.

It also helps that, unlike many plant-based meat products, which often have lengthy ingredient lists, dairy-free milks are relatively easy for consumers to understand. The clue is often in the name: they come from oats or almonds.

Many market research firms also point to demand from lactose-intolerant consumers as a major driver of the dairy-free milk market. “The rising prevalence of dairy allergies and lactose intolerance among the US population fuels the dairy alternatives market,” notes Grand View Research. The firm also cites the growing number of consumers adopting plant-based diets as another key factor.

                                                                                                               Impossible Foods, Oatly

All hope is not lost for plant-based meat, though. Experts remain optimistic that, with the right approach, the category can still catch up. But it likely needs to become simpler, cheaper, and easier to fit into everyday routines before it can rival the success of dairy-free milk.

“Continued progress on taste and affordability, alongside broader, more compelling messaging about the benefits of incorporating more plant-based foods into diets, can drive greater consumption among existing consumers and attract new ones,” the Good Food Institute said in a recent report analysing plant-based meat and seafood sales.

“This underscores the opportunity brands and retailers have to improve products and value, while the industry works together to communicate the benefits of plant-based foods,” it continues.

https://vegnews.com/vegan-milk-vs-vegan-meat 

The 10 Most-Anticipated Vegan Product Launches of 2026, According to VegNews Editors

From vegnews.com

The plant-based market is booming, and these 10 delicious new launches—from juicy vegan shawarma to ready-to-bake scones—show exactly why

Veganism is here to stay, despite what mainstream headlines may claim—just look at the numbers. In 2025, the plant-based retail market was valued at $7.9 billion, more than double its value in 2017. Circulating rumours of vegan meat giants declaring bankruptcy and long-time brands going under may paint a stark picture, but the numbers don’t lie. According to a recent SPINS report, plant-based sales are actually improving across a number of categories. Plant-based snack bars, protein-rich plant foods, and sustainability aligned products are all helping boost the vegan market sector. 

“The biggest misconception about the plant-based category is that it’s in a massive decline,” Angela Flatland, senior sales director of plant-based at SPINS, told VegNews. “The early momentum and breakout years of high growth, followed by market maturation, mean that a reset and rebalancing is a normal trajectory for any new segment.”

So, what does this mean? More innovation from brands as they seek to meet consumers’ changing needs—and cravings. With the sector poised for more innovation than ever before, vegan companies are stepping up to the plate, and VegNews editors are taste-tasting along the way. Each year, we try thousands of products, and so we’re shining light on the 10 best new products coming this year that you’ll want to enjoy on repeat.

1Oatly popcorn-flavoured milk

At Oatly, pushing boundaries is inherent to the company’s DNA. “The world’s first oat drink company” set out to revolutionize dairy-free milk in 1994, and 32 years later, it’s safe to say they’ve exceeded expectations. With a combination of eco-friendly formulations that deliver on taste and texture, and its cheeky brand identity, Oatly has set itself apart from competitors. And its popcorn-flavoured milk is poised to steal the spotlight even more.

Set for a US release later this year, this novel bev tastes just like buttered popcorn. At-home baristas will relish in its potential for one-of-a-kind drinks—from popcorn cold foam toppers for an artisanal cold brew to caramel popcorn matcha lattes, the drink options know no bounds.

2Forager Greek yogurt

Finally, a protein-rich, vegan Greek yogurt that doesn’t taste like, well, chalk. Forager Project’s new line of Greek-style yogurts swaps out dairy for a thick, tangy cashew-coconut base infused with real, organic fruit.

A tropical blend of mango and passion fruit, summer-forward blueberries and raspberries, and strawberries and rhubarb impart craveable flavour while rice protein packs up to 10 grams per serving—not to mention the added probiotics for a boost of gut-friendly bacteria. Take these yogurt cups on the go and enjoy on their own, or do like we do and top with granola and fresh fruit or spoon into smoothie blends for an upgraded post-gym protein shake.

3Switch Foods’ vegan meat

Juicy chicken shawarma enjoyed in a warm, fluffy pita; herbaceous kafta on a bed of vermicelli rice and cucumber salad tossed in chermoula; and smoky, charred kebabs paired with a tangy yogurt-tahini sauce—skip the exorbitant delivery fees and put that passport away—mouthwatering Mediterranean flavors start in your kitchen thanks to Switch Foods’ new line of authentic meats.

Based in the United Arab Emirates, Switch Foods is poised to revolutionize the freezer aisle with specialty seasoned meats that go beyond standard burger patties and chicken nuggets.

4Just Meat chicken

What came first: the chicken or the egg? At Eat Just, the answer’s easy. Less than a decade after launching JUST Egg, the innovators at this food-tech company turned their attention to chicken made from plants. With more vegan chicken nuggets, tenders, and popcorn chicken options than we can count, Eat Just set out to make, well, just chicken.

This fall-apart-tender protein is juicy, succulent, and shreds just like its animal counterpart, with an impressive 18 grams of protein per serving. Season with your favourite spices or opt for sweet and savoury Sesame Ginger Chicken for stir-frys, tangy Buffalo Chicken for gameday spreads, or Chili Lime Chicken for stuffing into quesadillas.

5Oshi surf and turf

What to do when after a long day, you have dinner to cook and a family with different cravings to please? Luckily, the latest collaboration between Oshi and Offbeast, two vegan protein powerhouses, offers a solution. This Surf N’ Turf bundle brings consumers Oshi’s ultra flaky fish-free salmon filets and Offbeast’s tender, juicy filet mignon in one convenient package boasting a whopping 47 grams of protein.

Grill, bake, or pan-sear, and then serve alongside mashed potatoes and broccolini à la mid-century steakhouses. Or recreate the viral salmon bowl while your dinner date digs into their garlic butter steak. It’s the best of both worlds in one marvellous meal.

6Shire’s Naturals ravioli

At Shire’s Naturals, tender cheese-stuffed ravioli begins with cashews, Himalayan pink salt, cultures, and … classical music. As cashews undergo fermentation as part of the cheesemaking process, cheesemongers at this New Hampshire-based company play Ludwig van Beethoven to help the final product achieve a mild zest reminiscent of its dairy-based counterpart. It’s a method backed by scientists at Reuters, who found that sound waves impact the flavour of cheese as it ages. Once perfected, the cashew cheese is stuffed into pasta for toothsome, pillowy ravioli. Go for the classic cheese, or mix it up with cheesy varieties featuring roasted garlic and spinach.

This East Coast brand is already a familiar favourite for those who live in the region, but left coasters—don’t give up hope. Shire’s Naturals is currently eyeing a West Coast expansion alongside a new product line (hint: kid-friendly vegan ravioli inspired by Chef Boyardee).

7Back to Nature white cheddar crackers

The laidback tunes of The Beach Boys, the Summer of Love in San Francisco, and the rise of the student-led Free Speech Movement—1960s California was the site of major headway across music, politics, counterculture … and yes, snacks, too. From its start in a tiny health food store 66 years ago churning out granola, Back to Nature has solidified its status as a vegan pioneer with a product portfolio that reimagines “America’s favourite snacks” with plant-based ingredients. And now, six years after debuting its Cheeze-It dupe, Back to Nature is at it again with its newest offering: White Chedda Cheezy Crackers. Pack these punchy, crispy, white cheddar crackers into lunchboxes for a savoury snack made without the dairy—schoolyard nostalgia guaranteed.

87th Heaven Dubai chocolate bars

Chocolatier Sarah Hamouda was simply trying to satiate her pregnancy cravings for pistachio and knafeh when she unknowingly changed the world of confectionery forever. Following a now viral TikTok video, Hamouda’s creation was quickly dubbed “Dubai chocolate,” and five years after its initial inception, the bar has become as ubiquitous as vanilla ice cream.

The world went into a frenzy, and Dubai chocolate dupes popped up on shelves everywhere—but enjoying a taste of this milk-laden global favourite proved difficult for vegans (just ask Billie Eilish, who recreated the bar from scratch). Enter: 7th Heaven. This vegan chocolatier recreates the global phenomenon with silky oat milk chocolate, crunchy shredded phyllo, and luscious pistachio butter for a bite-sized treat that rivals the original.

9Joolies sour dates

Soft, gooey, and caramelly, Medjool dates have gained a reputation as nature’s candy. Stuff them with artisanal nut butters, coat them in dark chocolate, sprinkle with a dash of flaky salt, and you’ve got a homemade, better-for-you Snickers bar. Want an even simpler date dessert? The connoisseurs at Joolies took note, and they’re reinventing nature’s candy, quite literally.

Hand-picked, California dates are dusted in a sour, no-sugar-added coating for a chewy, lip-puckering treat that’s reminiscent of your favourite gummies. Sneak them into the movie theatre for the next summer blockbuster, enjoy as pre-workout fuel, or simply indulge in an afternoon pick-me-up. We promise this is one fruit your kids will fight you for. Now, only one question remains: Blue Raspberry, Watermelon, Peachy, or Cherry Cola?

10Sweet Loren’s ready-to-bake scones

The master bakers at Sweet Loren’s know that every successful recipe starts with a commitment to quality. Simple, non-GMO ingredients are at the heart of each decadent treat at this cult-favorite brand—from the chocolate chunks used in its ready-to-bake Fudgy Brownie Cookie Dough to the sustainably sourced palm oil in its puff pastry and pizza crusts. And now, a new fuss-free baked good looking to make your mornings sweeter: scones!

Available in Chocolate Chunk and Cinnamon Brown Sugar varieties, these place-and-bake scones reach the perfect light, tender, and slightly crumbly texture with just a few minutes in the oven. Low effort, maximum upgrade to your cup of morning tea—we’ll cheers to that.

https://vegnews.com/best-new-vegan-products-of-2026

Plant-based now 33% cheaper than meat as soaring prices end its ‘luxury’ status

From veganfoodandliving.com

Got beef with food prices? New data shows it's now 33% cheaper to opt for plant-based meat in your Tesco shop

Plant-based food prices have widely been considered high, leading to the concept of the ‘vegan tax’, by which vegan products often appear subject to ‘price hikes’ compared to their non-vegan counterparts.

But now, that seems set to change as recent data has shown that plant-based meat prices have dropped below animal meat prices, and the gap is widening.

Recent fluctuations in global supply chains have put immense pressure on traditional livestock farming, leading to a noticeable spike in the cost of beef, lamb, and pork. Amidst this volatility, new research from the Good Food Institute (GFI) Europe has found that plant-based mince and meatballs at Tesco are now, on average, 33 per cent less expensive than their conventional counterparts.

                                                                                                        © Adriana/Adobe Stock

Are plant-based food prices dropping?

Sadly, the widening price gap isn’t due to discounted vegan products. Instead, it’s largely a result of soaring inflation within the meat sector.

According to the GFI Europe analysis, which tracked prices throughout the first quarter of 2026, plant-based mince is now 29 per cent cheaper than the animal-based equivalent. The difference is even more pronounced in the freezer and chilled aisles for meatballs, where meat-free versions are a staggering 41 per cent less expensive.

This shift comes at a time when traditional meat production is becoming increasingly costly. Data from the Agriculture and Horticulture Development Board indicates that beef prices rose by over 10 per cent in late April compared to the previous year, with lean beef mince specifically jumping by nearly 23 per cent.

These hikes are attributed to a ‘perfect storm’ of environmental and geopolitical factors, including last year’s droughts, which stifled grass growth and forced farmers to rely on expensive, cereal-based feed.

Changing demand for plant-based options

While mince and meatballs are leading the charge for affordability, the GFI report noted that the trend hasn’t reached every corner of the supermarket just yet. Beef burgers, for instance, remain 9 per cent cheaper than plant-based patties. However, with chicken prices expected to climb further due to the rising costs of fertiliser and energy for heating sheds the overall outlook for meat-free affordability remains strong.

Linus Pardoe, senior UK programme manager at GFI Europe, suggested that the government should take note of these shifting market dynamics. In a statement, he noted:

“The Middle East crisis is beginning to stretch household budgets, with people searching for ways to keep the cost of food shopping down… As supply chains become increasingly volatile, the government should put plant-based options at the heart of its new food strategy.”

Tesco has already noted a 25 per cent increase in demand for plant-based mince over the last year, suggesting that for many Brits, the ‘meat-free’ label is increasingly becoming synonymous with ‘budget-friendly.’

https://www.veganfoodandliving.com/news/plant-based-prices-cheaper-beef/ 

Forget Burgers—Vegan Meat Is Taking on Cultured Bacon, Marbly Steak, and Octopus

From vegnews.com

From whole-cut steaks to hyper-realistic seafood, the next wave of vegan meat is redefining what plant-based protein can be

Ask any long-time vegan: 2016 was a pivotal year for the plant-based sector, with Beyond Meat and Impossible Foods debuting their flagship burgers to the masses, ultimately changing plant-based meat forever. The new, beefy, bleeding burgers were a stark pivot from the vegetable-forward bean burgers of the 20th century.

A decade later, Beyond and Impossible remain at the forefront of the industry and have expanded their portfolios to include plant-based chicken and pork—products engineered to mimic everything from fibrous muscle pull to lightly browned skin and rendered fat.

But now, a new era of plant meat is on the horizon. A number of companies are perfecting specialty meatless meats that move beyond all-purpose proteins like beef, chicken, and pork, and instead tackle regional spice profiles, cuts, and cooking traditions.

                                                                                                        Millennial Flavor Town

Pushing the boundaries of plant-based

At woman-owned Kula, pea protein forms the base of the brand’s heat-and-eat goat curry—an aromatic, hearty staple in Afro-Caribbean cuisine. The protein is structured to hold up in long-simmered sauces, soaking in warming spices and delivering the dense, stew-ready bite associated with conventional goat meat.

The vegan meat purveyors at London-born company This also employs pea protein when crafting its lamb kebabs, designed to char at the edges while staying springy and juicy at the centre. Flavoured with mint and cumin for depth of flavour, these bites come complete with skewers so they’re instantly ready for grilling.

Vegan beef breaks out from the confines of burger patties and crumbly grounds thanks to South Korea’s Millennial Flavor Town. Fermented hedgehog mushrooms, fava beans, and soy are used to create a whole-cut tenderloin complete with melt-in-your-mouth, fatty marbling. When cooked, the marbling softens and bastes the surrounding “muscle,” just like high-end beef cuts.

Seafood in a new light

Mushroom fermentation technology isn’t just breathing new life into beefless beef—it’s also expanding the plant-based seafood category as well. Revo Foods’ The Kraken—one-of-a-kind vegan octopus tentacles complete with suckers and a firm, elastic bite designed to withstand grilling or braising—is crafted from mycoprotein, a fermented fungus-based protein.

Juicy Marbles’ flaky, whole-cut cod fish fillet, created in partnership with Revo, boasts a similar mycoprotein makeup.

                                                                                                                 Juicy Marbles

Beyond fungi and plant ingredients, new technologies are being developed to cultivate real animal protein without slaughter. Cell samples taken harmlessly from living animals are placed inside bioreactors and fed nutrients to grow into real meat, recreating familiar cuts at a cellular level.

San Diego-based BlueNalu uses this technology to produce cultivated bluefin tuna toro, a highly sought-after cut of tuna belly fat prized for its silken texture, high fat content, and buttery mouthfeel. By growing toro instead of depleting tuna from the oceans, BlueNalu aims to usher in a new era of sustainable seafood production that supports ocean diversity.

And to make its flaky white fish and forthcoming eel, Steakholder Foods trades meat-growing bioreactors for 3D printers to transform plant-based and cultivated ingredients into next-generation seafood products.

Global appeal with pork and poultry

Some of the most ambitious advances in meatless meat now revolve around the proteins people eat most worldwide. New York-based MyForest Foods uses oyster mushroom mycelium—the meaty, fibrous root structure of mushrooms—to craft clean-label, plant-based renditions of pulled pork and crispy bacon.

San Francisco start-up Mission Barns innovates by melding cell-grown pork fat with plant-based proteins to mimic pork’s richness and succulence—qualities notoriously difficult to replicate with plants alone. Last year, the company made history when its pork meatballs debuted for a limited run on grocery store shelves, marking the first time cultivated meat was available for purchase in US stores. Next up? Bacon, pepperoni, and sausages.

                                                                                                                    Mission Barns

In Australia, cultured meat company Vow has developed a number of “publicity stunt” bites (including a kangaroo dumpling and a mammoth meatball) to demonstrate its technology, before bringing its cultivated Japanese quail to Singapore—the first government to approve the meat for sale. Vow used the quail to craft a luxurious foie gras, complete with the dish’s signature unctuousness and gentle melt—but without the cruelty.

With cutting-edge technology, compassion for animals, and a hunger for the tastiest options, the plant-based sector is poised for continued innovation. Only time will tell what’s next.

https://vegnews.com/new-generation-of-meatless-meat

Is THIS’s high-protein Fillet Steak the most realistic plant-based beef yet? We put it to the test

From veganfoodandliving.com

By Helen Greaves

With 31g of protein, is THIS™ Fillet Steak the ultimate vegan beef? See how it performs in taste tests, if it can survive a slow-cooked stew, and how it compares to competitors in this in-depth review

A hyper-realistic vegan steak isn’t exactly a new concept these days. However, without heavy processing and scientific-sounding ingredients, mimicking the complex, fibrous muscle structure of a beef fillet can be tricky to get right.

So, when the plant pioneers at THIS™ announced the launch of their high-protein, peppercorn-marinated fillet, I knew I had to see if it lived up to the hype, particularly since its ingredients list looked pretty clean for ‘fake meat.’

A new era for THIS™

Since its inception, THIS™ has built a reputation for creating award-winning plant-based food that prioritises taste, texture, and nutrition for meat-lovers and flexitarians alike.

With the launch of THIS™ Fillet Steak, the brand has also unveiled a darker, grittier aesthetic. In contrast to the brand’s previous imagery of heavenly clouds, the packaging is now black, with a flash of grass green to highlight that the product is “100% Plant”. The new look is designed to give a more premium feel while letting the product images shine.

 Photo © Vegan Food & Living

The taste test

To truly test the THIS™ Fillet Steak, I first tried it ‘as nature intended’: pan-fried and served with chips and a fresh side salad. In the packet, the steak had looked a little on the small side, but it didn’t shrink by much when cooking, and the meal was plentiful and filling.

A word of warning, however: when the instructions say to “turn frequently,” they mean it. On my first attempt at pan-frying the steak, I burned it almost immediately. My second attempt was more successful, but required near-constant supervision.

As I tasted it for the first time, I was struck first by its extremely peppery flavour. The peppercorn marinade that coats its outer ‘crust’ is stronger than I’d expected from its appearance, and I did find it a little overwhelming.

Looking past this, the fillet steak has a very meaty flavour. It didn’t have the overly salty seasoning that many vegan beef alternatives seem to have, but it was a bit more flavourful than I remember animal-based steak being. It felt a little like looking at beef through rose-coloured glasses, but for your taste buds.

The texture

The texture is where the THIS™ Fillet Steak really shines. As I cut into it, the shreds of steak fell apart, looking a little messy, but also starkly realistic. The fibrous texture provides a satisfying chew without being tough, melting away just like a tender fillet.

While I wouldn’t describe it as ‘juicy’ in the bleeding sense, it certainly isn’t dry. Although it’s quite succulent for a vegan ‘beef’, this would probably only really hit the spot for meat eaters who like their steak medium-well done. But for plant-based meat lovers, it’s a great approximation.

While my first impression of the steak as a whole was positive, I did find that I was starting to get a little bored with it halfway through. The pungent peppercorn marinade was pretty overwhelming, but once I got past that, the rest of the steak felt a little bland on its own.

Later, I decided to slice up my slightly burned fillet to use as a salad topping. Even with a sharp knife, I found the cooked steak difficult to cut neatly, not holding its shape in uniform slices as I’d hoped.

Once cut up, I returned it to the pan to give each chunk a little more colour and crispness. I found the steak much more enjoyable when combined with other flavours and textures from the salad in every bite.  I’m sure the sliced-up fillet would be a delicious addition to pasta, stir-fries, and sandwiches, too.

This was my least favourite way to serve the steak, but it still made a decent, tasty meal. Photo © Vegan Food & Living

Testing THIS™ Fillet Steak’s versatility

I was interested in testing out THIS™’s claim that the vegan fillet steak was suitable for anything you’d use a traditional fillet for, particularly those dishes where its texture and structural integrity would be put to the test.

Many vegan meat alternatives must be cooked for a shorter period of time than their animal-based counterparts. Cooked in liquid, they can become mushy and fall apart, while baking or grilling for too long can result in a dried-out protein. So, I cooked the following meals using the same methods usually used for beef steak, to see if they lived up to the hype.

THIS™ Fillet Steak Wellington

Method:

I seared a whole THIS™ Fillet Steak on all sides, wrapped it in a mushroom duxelles and puff pastry, and baked it for 25 minutes.

The verdict:

I was curious to see if the steak would be as tender and juicy when cooked for more than the seven minutes recommended in the cooking instructions.

Surprisingly, it remained succulent and tender inside the pastry, although the mushrooms and pastry likely went some way towards locking in moisture. However, I can’t vouch for how well it might hold up if you were to just cook the ‘naked’ steak in the oven for any amount of time. But then, I’m sure nobody would do that with a beef fillet steak, either.

The fillet steak was still succulent inside the pastry, keeping that same chewy, but melt-in-the-mouth texture. The layer of mushroom duxelle helped to mute the flavour of the peppercorn crust (I made sure not to add any pepper when seasoning the Wellington ingredients, knowing how strong the marinade was. Overall, I preferred the steak cooked in this way, rather than the simple, pan-fried serving suggestion.

While the steak is an individual serving on its own, when made into a Wellington, it becomes a large, filling meal. Served with all the trimmings, two people could probably share one, unless they’re really hungry.

THIS™ Fillet Steak and Mushroom Pie

Method:

I chopped the raw THIS™ Fillet Steak into chunks (it is much easier to slice neatly when cold), coated them in seasoned flour, and browned them in a pan. I then simmered them in a rich gravy with vegetables for 30 minutes. I then left the completed pie filling in the fridge overnight to assemble the pie the next day. The assembled pie was then baked for around 25-30 minutes.

When cooking, I noted that the coating of flour makes the steak lovely and crispy as it fries, but it’s also much easier to burn. So if you try this method, keep the heat low, turn the pieces regularly, and don’t walk away from it.

The THIS™ recipe I used as inspiration suggested using a Marmite glaze on the pastry. I didn't burn it, I swear! Photo © Vegan Food & Living

The verdict:

Despite spending a total of around an hour cooking in liquid, along with soaking in gravy overnight, the steak chunks were still realistically firm and chewy. The result was a pie full of incredibly juicy, pull-apart chunks of meat that melted in the mouth. This may actually be the best ‘steak’ pie that I’ve tried so far. It certainly runs rings around the Greggs Steak Bake.

Eaten this way, the peppery flavour was much more mellow. It still came through a little from the outer edges of the steak, but only enough to add a little extra seasoning to the pie filling. It was a perfect accompaniment for a rich gravy, as it doesn’t overpower, but don’t expect to lean too heavily on its ‘beefy’ in your pie or stew recipes.

I was particularly impressed with how well the fillet withstood being cooked in liquid. This rich, thick pie filling had started out with the steak chunks swimming in watery stock, but they were still firm and chewy after almost a whole day. Photo © Vegan Food & Living

Price, size, and nutritional breakdown

THIS™ boasts that its Fillet Steak is packed with nutrients, and it appears to live up to that, with 31 grams of protein per 110-gram serving, along with almost four grams of fibre and a good chunk of your daily iron and vitamin B12.

While it is slightly higher in calories and fat than some competitors like Juicy Marbles, the high protein content is a significant draw for fitness-conscious eaters. And it’s not too shabby for ‘clean’ eaters and those that avoid ultra-processed foods, either.

Here’s a look at the ingredients: Water, Plant Proteins (WHEAT, SOYA), Rapeseed Oil, Natural Flavouring, Herbs, Spices, Black Pepper, Oat Fibre, Apple Extract, Cacao Extract, Salt, Iron, Vitamin B12.

But, at £7.00 for two 110-gram fillet steaks, how does it compare to similar products?

Fillet steak comparison table:

(All values are per 100g)	THIS™ Fillet Steak	Juicy Marbles	Redefine Meat	Beef fillet (average values)
Product weight	2 x 110g	2 x 123g	2 x 100g	Varies
Price	£3.18	£3.54	£3.97	Approx. £5 – £8
Calories	205	156	188	155
Protein	28g	18g	26g	21g
Fat (of which saturates)	8g (0.7g)	7g (0.8g)	6.6g (0.8g)	7.5g (3.5g)
Fibre	3.5g	5.9g	4.5g	0g
Iron	4.6mg	4.8mg	Not specified	2.9mg
Vitamin B12	0.58ug	1.25ug	2.5ug	3.5ug

THIS™ Fillet Steak at a glance

What is the THIS™ Fillet Steak?

It is a high-protein, hyper-realistic vegan steak made from wheat and soy proteins, featuring a distinctive peppercorn-marinated crust.

Where can I buy it?

The THIS™ Fillet Steak is available in Tesco from 13th April, Asda from 22nd April, and Waitrose and Sainsbury’s in early May 2026.

Is THIS™ Fillet Steak healthy?

With 31g of plant-based protein and low saturated fat, it is a very strong option for those looking to gain muscle on a vegan diet or anyone aiming to increase their protein intake. It’s also a source of fibre and is fortified with iron and B12. However, it is slightly higher in calories than some competitors, so it’s best enjoyed as part of a balanced meal.

Is it suitable for a gluten-free diet?

No, the THIS™ Fillet Steak is made using a blend of soy and wheat protein, which means it contains gluten and is not suitable for those with coeliac disease or gluten intolerance.

Does it taste like real beef?

The THIS™ Fillet Steak is designed to mimic the fibrous texture of a traditional beef fillet. While the peppercorn marinade is quite prominent, the ‘flesh’ has a savoury, meaty flavour that is much closer to animal-based steak than many other vegan alternatives.

How to use THIS™ Fillet Steak?

It is incredibly versatile and can be cooked in pretty much all the ways animal-based fillet steak is used. You can pan-fry it in 4-6 minutes for a traditional steak experience, or use it in slow-cooked stews or pies. It also holds up well on the BBQ.

Final verdict:

THIS™ Fillet Steak holds up against similar products nutritionally, and is competitively priced as one of the more affordable options on the market. It’s a robust vegan meat that keeps its succulent, meaty texture well through a variety of cooking methods.

Although I personally didn’t find the flavour enjoyable when eaten as a plain steak, it is brilliant for using in vegan recipes like stews and pies, offering a realistic taste and texture, without overpowering the senses with ‘meaty’ seasonings – as long as you like peppercorns.

https://www.veganfoodandliving.com/products/this-fillet-steak-review/