Brand

THIS

The cheeky UK brand whose whole pitch is 'THIS isn't chicken / pork / beef / lamb' — meaty swaps built for people who actually like meat.

Visit the THIS website

The lowdown

THIS splits its range into 'This Isn't Chicken', 'This Isn't Pork', 'This Isn't Beef' and 'This Isn't Lamb', so you can shop by the meat you'd normally buy. Its bacon rashers, sausages, chicken pieces, burgers and mince are the core of the range, with newer additions such as a peppercorn fillet steak and salami slices.

Every THIS product we list is marked suitable for vegans on the brand's own product pages. Most are made from soya or pea protein, and several are fortified with iron and vitamin B12 according to the brand's ingredient lists.

THIS products in our guide

Burgers

THIS

THIS Isn't Beef Burgers

Chilled soya-based beef-style burgers from THIS, made for the frying pan or grill.

Found at: Tesco · Sainsbury's · Morrisons · Waitrose +1

Sausages

THIS

THIS Isn't Pork Sausages

Pea-protein bangers with a crispy skin that are made for the frying pan, grill or air fryer.

Found at: Tesco · Sainsbury's · Morrisons · Waitrose +1

Bacon

THIS

THIS Isn't Bacon Rashers

Salty, smoky soya and pea rashers that crisp up in a few minutes — the go-to for a vegan bacon butty.

Found at: Tesco · Sainsbury's · Asda · Morrisons +2

Chicken

THIS

THIS Isn't Chicken Pieces

Soya-based chicken-style pieces that are ready in minutes for curries, stir-fries and wraps.

Found at: Tesco · Sainsbury's · Morrisons · Waitrose +1

Mince

THIS

THIS Isn't Beef Mince

Chilled soya mince that browns in the pan like beef — built for bolognese, chilli and cottage pie.

Found at: Tesco · Sainsbury's · Morrisons · Waitrose +1

Deli slices

THIS

THIS Isn't Pork Salami Slices

Smoked, peppery wheat-protein salami for boards, pizzas and sandwiches.

Found at: Sainsbury's · Ocado

Kebab & gyros

THIS

THIS Isn't Chicken Kebab Pieces

Chicken-style pieces marinated in shawarma spices for a kebab-shop wrap at home.

Found at: Waitrose · Ocado

Kebab & gyros

THIS

THIS Isn't Lamb Kebabs

Pea-protein lamb-style skewers with cumin and mint — grill them for a kofta-style feast.

Found at: Ocado