The UK-based brand THIS, known for producing fake meats, has received £20m in funding from Planet First Partners, a sustainable investment platform that invests in, and partners with, disruptive entrepreneurs to scale tech-enabled businesses that combine a purpose-driven mission, profitable growth, and a people-centric culture.

Mark Cuddigan, THIS CEO, said to Plant Based News, “Our partnership will be key as we continue to lead a revolution through our plant-based food to protect animals and the environment, growing brand love to become market leaders in the UK.”  Cuddigan, former Ella’s Kitchen boss, stepped into the CEO role in February 2024, allowing THIS founders Andy Shovel and Pete Sharman to step back from their previous roles as co-CEOs (however, they remain involved in the day-to-day running of the business, supporting Cuddigan and the board).

THIS has now raised a total of £35m since it launched in 2019, with other investors including BGF, Five Seasons Ventures, Seedcamp, and ITV (which enabled the company to advertise across its TV channels and online platforms). 

THIS intends to accelerate growth in the UK, so it will be launching new products. Some of its most popular fake meats imitate the cooked flesh of lambs, chickens, cows, and pigs, in frozen, chilled, or ready-to-eat forms. On its website, the company states, “Our founders’ last job entailed selling tonnes (literally tonnes) of meat. Then they felt bad (probs all that sat fat). Also, they felt like meat-alternatives weren’t realllllly for people who love the taste of meat. They felt, that they were for people who like sandals with socks (and the taste of sandals). So they’ve basically made food for themselves, but we’d love you to try it too cos THIS™ is a game-changer – 100% plant-based, high in protein, waay lower in saturated fat than meat, yet FULL of flavour.”

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Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.