Vegan brand THIS is on course for a bumper Veganuary with record first-week retail sale figures.

London-based vegan meat startup THIS is on a massive growth trajectory.

The company has already sold more than £300,000 worth of goods in the first week of 2021.

According to the brand, this figure indicates that it is set to make a whopping £1 million – 40% of its total sales last year – in January alone.

THIS, which registered retail sales of £2.5m last year, attributes its sales spike to its bestsellers THIS Isn’t Bacon, followed by THIS Isn’t Chicken Salt & Pepper pieces, both made using peas and soybeans.

‘Boost in retail sales’

“With Veganuary beginning in lockdown this year, we weren’t completely sure what would happen,” THIS co-founder Andy Shovel, said.

“While people have been ordering dishes with our products via online takeaway, our restaurant sales are naturally down compared to last year, but our boost in retail sales have compensated for this loss.”

Comedy helpline

This Veganuary, THIS has also set up a ‘comedy helpline’ to support Brits struggling with ditching animal products and completing the 31-day challenge,

It has ‘enlisted up-and-coming comedians to bring lockdown cheer via a live helpline’. It says ‘Veganuary giving you the meat sweats? Call THIS helpline 0800 054 1099.’

According to the brand: “It’s staffed by real people (comedians – if we’re splitting hairs). Call for moral support THIS Veganuary, 10 am-10 pm every day in January.”

Veganuary 2021

Veganuary- the global initiative, which had its first outing in 2014 after husband-and-wife team Matthew Glover and Jane Land conceived the idea at their kitchen table, has witnessed its biggest year yet.

This year more than 540,000 participants have officially signed up to the pledge.

Apart from individuals, big businesses including Bloomberg, Nestlé, Quorn, M&S, and leading accountancy firms PwC and EY among others have also taken part in Veganuary’s Workplace Challenge.

‘Part of our overall sustainability strategy’

Bloomberg’s Head of Hospitality, Pantry, and Office Services for AMER, Emily Barbey, said: “As part of our overall sustainability strategy, Bloomberg is dedicated to reducing its food-related emissions.

“We’re excited to offer our employees a growing selection of delicious plant-based food options in our offices.

“At the same time, we’re looking to raise awareness of the health and environmental benefits of a plant-based diet that our employees can integrate into their day-to-day, whether at home or in the office.”

‘Super excited about Veganuary’

M&S Director of Product Development, April Preston, said: “As the proud owners of the UK’s No1 vegan own-label, Plant Kitchen we’re getting SUPER excited about Veganuary!

“This year we’re sharing the sign-up links with all our colleagues in stores and support centres, encouraging them to give Veganuary a go – we’ve got lots of amazing new products launching in our Plant Kitchen range, so it’s the perfect time to sample them.

“Our M&S Food leadership team are getting fully involved as well, and will be creating a series of fun, weekly videos that we’re sharing internally of the team sampling different Plant Kitchen products and their meat equivalents and finding out which comes top!”

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Mohsina Dodhiya

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