Greggs partners with This to expand vegan range

Greggs and the UK’s fastest-growing plant-based meat brand, This, have announced an innovative new partnership.

Greggs has been working closely with This to expand its iconic vegan range. The collaboration aims to answer the growing demand for plant-based food, with 49% of British consumers cutting down on meat.

The new partnership kicked off with launching the Vegan Southern Fried Chicken-Free Baguette (RRP from £3.50). The chicken-free goujons are made with This’s award-winning chicken recipe using pea and soya protein, coated in a morish batter and southern fried crumbs.

Now, the two brands have launched the Vegan Turkey-Free and Stuffing Baguette, across all 2,200 of Greggs’ shops (from RRP £3.50). It features hyper-realistic plant-based turkey-free goujons with a suitably festive sage and onion crust, juicy cranberry sauce and a vegan gravy.

The partnership is a huge milestone for This which is serving its products to Greggs’ customers, in addition to driving brand awareness. The partnership is being supported by digital, in-store POS and PR.

Andy Shovel, Co-Founder of This, shared, ‘’Having such a huge operator and admired brand as Greggs want to work with us is massive. It’s a statement on the quality of the products we’re producing. It’s also reflective of the continued investment into and demand for plant-based food.

'Both Pete and I are personally buzzing about this partnership. We’re just trying to keep our cool every time we see a Greggs or generally anything orange and blue.’’

This was founded in June 2019 by ex-meat fanatics Andy Shovel and Pete Sharman as a plant-based food brand for meat-lovers. The business continues to grow at pace, recently launching several new products and making a number of senior hires.

Greggs has long championed plant-based food, beginning with its iconic vegan sausage roll. The business continues to expand its vegan range as demand for plant-based food continues to grow.