Veggie meat startup predicts £1m Veganuary earnings with record first week figures

A London meat substitute startup has announced that it is set to earn £1m this month as consumers embrace vegan lifestyles.

THIS, which produces plant-based meat substitutes, has made more than £300k of retail sales in the first week of January, as this year’s ‘Veganuary’ takes off.

The company said that these figures are indicative of a £1m turnover for the full month.

The best-seller has been THIS Isn’t Bacon, followed by THIS Isn’t Chicken Salt & Pepper pieces, both made using peas and soy beans.

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

“Whilst 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.”