UK meat alternative company "This" is launching two new plant-based chicken products ahead of Veganuary: This Isn't Chicken Kyiv and This Isn't Chicken Wings.
It's not chicken. From 1 January 2025, Kyiv will be stocked in Sainsbury's chilled meat substitute aisles, with a view to bringing a plant-based version of the classic chicken meal to the shelves.
The Kyiv is stuffed with wild garlic plant-based butter and a crunchy sourdough breadcrumb, and soy and fava proteins give it a rich texture. The packet size is 250g, and it sells for £4.95.
This Is Not Chicken Wings will appear in the freezers of Morrisons supermarkets starting January 13 and in Asda stores from January 6. The wings are priced at £3.75 for a 110g pack, but an extremely realistic sensory experience is created by a crispy skin made with seaweed which replicates both the texture and flavor of more conventional chicken wings.
In a statement announcing the launch, the brand stressed that the wings are lower in saturated fat than meat and include more protein and fiber. They are designed to be adaptable and can be baked, deep-fried, or air-fried once marinated.
"Whether you're plant-conscious or just curious about plants this Veganuary, get ready, because This changes everything," says Mark Cuddigan, CEO of This. The new Kyiv and frozen wings provide customers meatless options without sacrificing flavor or texture, and we're constantly pushing the envelope in the field of plant-based culinary innovation.
CMI Research: Key Plant-Based Meat Market Insights
According to CMI, the plant based meat market is expected to exhibit a CAGR of 11.8% between 2024 and 2031, driven by growing health and environmental concerns. The market, which was valued at approximately US$ 8.42 billion in 2024, is forecasted to exceed US$ 18.44 billion by 2031.
North America is predicted to have the largest market share by 2024, accounting for 39.6% of the total. The growing consumer awareness of sustainability and health issues, the presence of major innovators such as Beyond Meat and Impossible Foods, and strong backing from retail chains and restaurants for plant-based alternatives.
Analyst Opinion: Strategic Role in Plant-Based Meat Market Growth
According to Sakshi Suryawanshi, a senior research consultant, the flexitarian diet and rising consumer health consciousness are the primary drivers driving the global plant-based meat industry's growth.
Conclusion: Business Takeaways
New plant-based chicken products have helped to boost the plant-based meat business, indicating that consumers are increasingly seeking ethical and sustainable eating options. To acquire market share, businesses should promote innovation, flavor, and nutritional value, while attending to environmental issues. There are several chances for expansion and uniqueness in the plant-based industry.