Product Innovation 2022

30 November 2022

THIS™ - Fat 2.0

Founded by Andy Shovel and Pete Sharman in 2019, THIS™ is on a mission to create plant-based meat for meat-lovers. The business created a new patent-pending ingredient called FAT 2.0™ after recognising how formative fat is when it comes to the taste and texture of meat.


FAT 2.0™ helps create the same succulence and bite of meat but without the downsides. With olive-oil at its core, the marketing-leading ingredient has 89% less sat fat than animal fat. It’s a game-changer for plant-based food, helping to create hyper-realistic and healthier alternatives.

It has been a core component of its new THIS™ Isn’t Pork Sausages which have become a huge success. In a matter of months, they’ve become one of the business’ best sellers. It’s even enabled the business to launch a new sausage SKU, THIS™ Isn’t Pork Caramelised Onion Sausages, off the back of this success.