THIS launches plant-based fillet steak in UK supermarkets with nationwide retail rollout

UK plant-based meat brand THIS has launched a new plant-based fillet steak, expanding its portfolio with a premium-format product set to roll out across major supermarket chains.

• THIS launched a plant-based fillet steak delivering 31g of protein per fillet, made from wheat and soy proteins and fortified with iron and vitamin B12.
• The product rolled out across Tesco, Asda, Waitrose and Sainsbury’s from April to May 2026 with a retail price of £7.00 (US$8.75) per pack.
• The launch marked the first product under a full brand refresh, including new packaging, logo and positioning across the range.

The THIS Fillet Steak (220g) was scheduled to debut in Tesco stores from April 13, followed by Asda on April 22, with listings in Waitrose and Sainsbury’s expected in early May.

Each pack, priced at £7.00 (US$8.75), contained two 110g fillets and was positioned as a direct alternative to conventional beef steak within the chilled meat-free category.

The company reported that the product was marinated in a peppercorn flavor designed to deliver “crisp, charred edges, restaurant-style sear, smoky depth and a succulent, fibrous texture that steak lovers crave,” targeting consumers seeking a more indulgent plant-based option.

Nutritionally, each fillet provided 31g of protein and was formulated from a blend of wheat and soy proteins to replicate the texture and bite associated with traditional steak. The product was also described as low in saturated fat, a source of fiber, and fortified with iron and vitamin B12.

Mark Cuddigan, CEO of THIS, said the product addressed a gap in the plant-based category. “The plant-based aisle has lacked a steak that truly competes on flavour, juiciness and affordability. THIS Fillet Steak changes that. It’s tender, rich and is priced so everyone can enjoy it. It’s the missing piece the market has been searching for, and most people wouldn’t believe it’s not beef.”

The launch reflected continued efforts within the plant-based sector to move beyond minced and processed formats into whole-cut alternatives that more closely resemble conventional meat products in both appearance and eating experience.

The product also marked the first release under THIS’s planned brand refresh, which is set to roll out across its full range over the next 12 months. The update included a shift away from the company’s existing cloud-based packaging toward a more premium, food-focused identity, featuring a new logo, color palette and lifestyle-led food photography.

By introducing a fillet-style product alongside a broader rebrand, THIS signaled a move to strengthen its position in the higher-value segment of the plant-based market, where texture, format and perceived quality have become increasingly important to consumers.