The plant-based diet movement gains momentum as UK-based brand This enters the Dutch market with Albert Heijn.
This marks a significant step in its European expansion strategy, setting a foundational partnership with the leading Dutch retailer.
The plant-based food company, This, is stepping beyond the UK market by entering the Netherlands. This move is in collaboration with Albert Heijn, the largest supermarket chain in the country. Starting from 11 September, Dutch retail shelves will feature This’s top products. This means entering a vibrant market renowned for leading plant-based consumption in Europe.
The collaboration with Albert Heijn is a strategic alignment, offering a strong platform for This’s European presence. Four prominent products – This Isn’t Beef Burgers, This Isn’t Chicken Pieces, This Isn’t Pork Sausages, and This Isn’t Streaky Bacon – will be available. This partnership underscores the brand’s commitment to capturing the growth in plant-based diets. The Netherlands has seen a significant increase in plant-based consumption, making it an opportune market.
Plant-based food popularity is burgeoning across Europe, with a 21% increase in sales from 2020 to 2022. The Netherlands stands out due to its high per capita consumption. This’s entry comes at a time when consumers are increasingly seeking sustainable food alternatives. Such market dynamics are pivotal for businesses looking to expand their plant-based offerings.
According to Andy Shovel, the brand’s co-founder, the launch into the Netherlands is a ‘huge undertaking’. This strives to replicate its UK success across Europe. Recent developments include an expanded food-to-go range in the UK with new offerings, such as the This Isn’t Chicken and Bacon Wrap. The launch reflects its long-term strategy to diversify across markets.
The brand is forecasting significant revenue growth, aiming for £20 million this year. Over recent months, This has contributed £1.6 million to the chilled meat-free market. This financial performance highlights the robust consumer demand for plant-based products. Successively tapping into international markets is a potential strategy for further revenue enhancement.
Despite promising prospects, entering new markets presents challenges. Competition in the plant-based sector is fierce, with many brands vying for dominance. However, This leverages its established brand identity and innovative products. Overcoming these challenges is critical for sustainable growth.
As plant-based demand rises, This’s expansion into the Netherlands represents a thoughtful strategic move.
This’s alignment with European consumer trends may pave the way for further international growth.
