This has taken a significant step by launching internationally in the Netherlands.
- The plant-based brand has partnered with Albert Heijn for its Dutch debut.
- Four popular products will be available in 430 stores starting 11 September.
- This aims to mirror its UK success in other European markets.
- The Netherlands boasts high per capita consumption of plant-based foods.
In a strategic move, plant-based meat alternative brand This has announced its first international expansion into the Netherlands. The company has formed an exclusive partnership with the major Dutch supermarket chain Albert Heijn. This collaboration will see four of the brand’s key products available across 430 Albert Heijn stores from 11 September, including This Isn’t Beef Burgers, This Isn’t Chicken Pieces, This Isn’t Pork Sausages, and This Isn’t Streaky Bacon.
In recent months, This has significantly influenced the chilled meat-free sector, adding £1.6 million. The brand is on course to achieve £20 million in revenue this year. Such growth reflects its ambition to extend its influence across Europe, with the Netherlands being an ideal market due to its high consumption of plant-based foods.
Co-founder and co-CEO Andy Shovel expressed enthusiasm for the venture, citing the undertaking as considerable and highlighting the robust partnership formed with Albert Heijn. Shovel noted, “This has been a huge undertaking for the business as we’ve worked to secure a really strong partnership with Albert Heijn with a four-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.”
This recent expansion builds on the brand’s growing product portfolio, which in the UK has seen the introduction of new ready-to-eat options, such as salads and sandwiches like the This Isn’t Chicken and Bacon Wrap and Pasta Salad.
This marks a pivotal moment in This’s expansion strategy, reflecting the growing demand for plant-based products in Europe.
