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UK meat alternatives company, This, is introducing two new plant-based chicken products for Veganuary: This Isn’t Chicken Kyiv, and This Isn’t Chicken Wings.

This Isn’t Chicken Kyiv is launching in Sainsbury’s chilled meat alternative aisles from 1 January 2025, aiming to provide a plant-based twist on the classic chicken dish.

Crafted  from soya and fava protein to provide a succulent texture, the Kyiv is stuffed with wild garlic plant-based butter and a crispy sourdough breadcrumb. It will be priced at £4.95 per 250g pack.

In the frozen aisle, This Isn’t Chicken Wings will hit Asda stores from 6 January and Morrisons from 13 January. Priced at £3.75 per 110g pack, the wings promise a hyper-realistic sensory experience, featuring a seaweed-based crispy skin that mimics the texture and taste of traditional chicken wings.

The wings deliver on protein and fibre while also being lower in saturated fat than their meat counterparts, the brand emphasised in a statement announcing the launch. They can be marinated and baked, deep-fried or air-fried, designed for versatility.

Mark Cuddigan, CEO of This, commented: “Whether you’re fully plant-based or just plant curious this Veganuary, get ready, because This changes everything. We’re always pushing the boundaries when it comes to plant-based food innovation and our new Kyiv and frozen wings give consumers meat-free options that don’t compromise on flavour or texture.”

The launch of the wings into retail follows a Veganuary collaboration with Brewdog early this year, in which This’ skin-on wings were available at the UK bar chain for a limited time. In another ‘market-first’ innovation launched by This in 2024, its plant-based chicken thighs hit Tesco shelves in May, also featuring the seaweed ‘skin’ layer.

The brand has added over £5 million in retail sales value over the past 12 months and is planning a new campaign for launch in January.

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