THIS partners with Dell’Ugo to launch plant-based ravioli, expanding meat-free options in the UK

In an exciting development for plant-based food enthusiasts, THIS, the innovative plant-based meat company, has joined forces with Dell’Ugo, the UK’s oldest fresh pasta brand, to introduce two new vegan ravioli products. Available now at Morrisons and online, these ravioli products feature THIS's well-known plant-based bacon and chicken alternatives, offering a tasty, cruelty-free twist on classic pasta dishes.

The collaboration has led to the creation of two distinctive ravioli options. THIS Isn’t Bacon & Cheese Ravioli combines THIS’s plant-based bacon with a dairy-free cheese alternative, delivering a rich, savory flavor that mimics the classic bacon and cheese pairing. THIS Isn’t Chicken & Pesto Ravioli features THIS’s plant-based chicken and a vegan pesto filling, this option aims to satisfy those who enjoy a lighter, herbaceous flavor profile. Each variety has been crafted to provide the full, hearty flavors consumers expect from traditional ravioli while staying true to vegan principles. The products are also a testament to THIS’s innovative approach to plant-based meats, leveraging Dell’Ugo’s expertise in fresh pasta production to create a high-quality, deliciously filling meal that’s suitable for vegans and non-vegans alike.

The launch comes amid a rising demand for plant-based foods in the UK. Recent data indicates that around 4.7% of the UK population now follows a vegan lifestyle, with a larger segment regularly seeking plant-based options to incorporate into their diets. THIS and Dell’Ugo's partnership is aimed at filling this demand by providing convenient, ready-to-eat meals that appeal to both plant-based eaters and flexitarians who are reducing their meat consumption.

Andy Shovel, Co-Founder of THIS, commented on the collaboration, stating, “Our mission has always been to create plant-based meat alternatives that even the most dedicated meat lovers will enjoy. By working with Dell’Ugo, we’re bringing two delicious vegan pasta options that will make people rethink plant-based meals and maybe even reconsider their love for traditional meat dishes.”

For Dell’Ugo, this partnership with THIS reflects the brand’s commitment to innovation in the fresh pasta market. Known for its high-quality pasta products, Dell’Ugo has been a staple in UK households for over 90 years. This collaboration marks the brand’s entry into the rapidly expanding plant-based food space, where it sees significant growth potential.

Dell’Ugo’s expertise in crafting fresh pasta complements THIS’s plant-based offerings, making the partnership a natural fit. Together, the two companies aim to bring a fresh, modern twist to the pasta aisle, encouraging more consumers to explore plant-based alternatives without compromising on taste or texture.

The two new ravioli varieties will initially be available in 250g packages, with plans to expand distribution if consumer demand continues to grow. The products are priced competitively with other fresh ravioli offerings, making them an accessible option for those seeking high-quality, plant-based meals.

The launch of these vegan ravioli products represents a broader trend in the food industry, where collaborations between established brands and innovative newcomers are becoming increasingly common. By combining THIS’s expertise in plant-based meats with Dell’Ugo’s pasta-making heritage, the collaboration demonstrates how brands can work together to create products that appeal to evolving consumer preferences.

As the plant-based sector continues to grow, collaborations like this one highlight the industry’s commitment to meeting consumer needs for convenient, sustainable, and delicious food options. According to industry analysts, the demand for plant-based ready meals is expected to surge in the coming years, driven by consumers' growing awareness of the environmental impact of meat production and a desire for healthier, animal-free options.

THIS and Dell’Ugo’s new vegan ravioli products are likely to resonate with these consumers, particularly those looking for quick and easy meal solutions that align with their values. With this launch, the brands are not only expanding their product lines but also making a statement about the future of food—one where plant-based options are available, accessible, and appetizing to a wide range of consumers.