In an era where our grocery shopping experience is increasingly cluttered by conflicting headlines, viral social media trends, and endless debates over what should be on our dinner plates, the UK-based plant-based brand THIS™ has decided to take a step back and let the evidence speak for itself. Recognizing that the modern consumer is often left feeling overwhelmed by polarized arguments regarding nutrition, animal ethics, and environmental sustainability, the company has launched a new digital resource aptly titled 100% Plant-Based. 100% Fact-Based. By including a direct reference to this hub on their product packaging, the brand is essentially inviting shoppers to look past the marketing noise and engage with the science behind plant-based eating, providing a transparent bridge between the freezer aisle and the complex realities of modern food production.
The structure of this new platform is refreshingly straightforward, intentionally designed to strip away the jargon that often alienates the average shopper. It breaks down the most frequent points of contention into three core pillars: nutrition, animal welfare, and environmental impact. Within the nutrition section, the platform addresses the “big questions” that plant-based skeptics and curious newcomers alike often have, such as the actual value of plant-derived proteins, the necessity of fiber, the truth about fats, and the role of vital nutrients like iron and Vitamin B12. By explaining the biological importance of these components without preaching a specific lifestyle, the brand aims to empower individuals to make their own informed decisions rather than simply telling them what they “should” be eating.
The motivation behind this initiative is rooted in the company’s observation that the food conversation has become unnecessarily volatile. In recent years, plant-based food has become a lightning rod for misinformation, with consumers frequently bombarded by contradictory claims about everything from the healthfulness of processed meat alternatives to the true sustainability of the agriculture industry. CEO Mark Cuddigan has been vocal about this frustration, noting that the modern consumer is facing an “infodemic” of dietary advice. By creating this hub, THIS™ isn’t looking to win an argument or force a conversion to veganism; instead, they are attempting to act as a neutral ground where anyone—whether they are a strict vegan, a “flexitarian” looking to reduce meat intake, or just a curious skeptic—can access balanced, clear, and easy-to-digest information that cuts through the hyperbole.
This move marks a significant evolution for THIS™, a company that first entered the spotlight in 2019 under the leadership of founders Andy Shovel and Pete Sharman. Originally known for their tenure at the burger chain Chosen Bun, the duo built the brand’s early reputation on hyper-realistic, indulgent meat mimics like plant-based chicken and bacon that aimed to replicate the sensory experience of meat for those who weren’t ready to give up the taste. While these products remain a staple, the company’s recent strategic shift toward a more holistic, wholefood-oriented approach—evidenced by their 2025 launch of the Super Superfood line—signals that they are ready to move beyond just being a “meat alternative” company. They are repositioning themselves as a food brand that prioritizes education and nutritional transparency as much as they prioritize flavor.
As the plant-based category matures, brands are increasingly realizing that taste alone is no longer enough to win the long-term loyalty of a wary public. By leaning into factual transparency, THIS™ is acknowledging that today’s shoppers are more inquisitive than ever; they want to know the “why” behind the ingredients on the label. The company’s stated goal is for this platform to become a trusted, reliable destination in a landscape filled with hype and agenda-driven content. By moving away from aggressive marketing and toward a more academic, “look for yourself” approach, they are betting that clarity will be the ultimate differentiator in an increasingly crowded and skeptical market.
Ultimately, this initiative highlights a refreshing change in how brands interact with the public. Instead of relying on clever slogans to hide potential nutritional complexities, THIS™ is choosing to meet the consumer on their own terms. It acknowledges that the journey toward better food choices is rarely linear and that it is often hindered by the sheer volume of misinformation in the public square. By creating a resource that balances human health with ethical and environmental considerations, the company is not just selling food—they are contributing to a more mature dialogue about what we eat, where it comes from, and how it impacts the world around us. In a world of loud opinions, they have chosen to offer a quiet, facts-first conversation that respects the intelligence of their customer base.