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Plant-based pioneer This is to make its debut in Yo and Panku counters in Tesco and Asda.

It has partnered with Snowfox Group, which operates the two counter brands, to develop a selection of dishes using it’s This Isn’t Chicken meat alternative, which it said would “offer a delicious and affordable way to enjoy plant-based food whilst on the go”.

The dishes include Korean Fried ‘Chicken’ Bites and Teriyaki Bites. Yo counters will sell a Korean Sweet ‘Chicken’ Noodles, while Panku will stock a Thai Green ‘Chicken’ Curry (rsp: £5).

This branding will appear on counter menus. 

To “fulfil our mission of making plant-based food the norm”, the brand needed to “offer lush products to cover every occasion”, said This co-founder Andy Shovel. 

”Consumers are increasingly conscious of what they’re putting into their bodies, and the popularity of fresh, healthy Japanese food reflects this,” said Yo MD David Hampton. “Our range with This has allowed us to increase our range of quality, plant-based options at our counters.”

The launch of the dishes will be backed by PR, a social media campaign and advertising.

This month also saw This unveil its first ever festive range, a trio of SKUs targeted at Christmas dinners – This Isn’t Pork Mini Sausages, This Isn’t Pork Sage & Apple Stuffing, and This Isn’t Pork Pigs in Blankets.

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