One of the UK’s most-loved restaurant groups, Bill’s has partnered with one of the UK’s fastest-growing meat alternative brands, This, to expand its plant-based offering for Veganuary 2023 and beyond.
The collaboration is being launched off the back of an increasing demand for more plant-based menu options. Research from This shows that 75% of British consumers would like to see more plant-based dishes on menus.
The partnership kicks off with an exclusive Veganuary specials menu, available across Bill’s restaurants nationwide. The menu offers a selection of hearty favourites with a plant-based twist, including a vegan take on their best-selling Bacon Mac and Cheese. The This Bacon Mac & Cheese combines This Isn’t Bacon Lardons folded through a plant-based smoky cheese sauce, served with a green leaf salad.
The hero dish on the menu is the THIS Plant Plate which features This’s brand new streaky bacon. It’s a vegan full English feast, also including This sausages, roasted plum tomatoes, mushrooms, fried potatoes, scrambled Ogg, baked beans and toast served with spicy sriracha sauce.
Bill’s is the first operator to use This’s game-changing new streaky bacon. The hyper-realistic product combines This’s innovative plant-based fat, made from olive oil, with its award-winning plant-based meat, which uses pea and soya protein. The result is a smoky, meaty plant-based bacon that is low in fat and high in protein.
Tom James, Managing Director of Bill’s. enthused, ‘We’re excited to be launching our limited-edition Veganuary dishes with This. The partnership allows us to continue to bring our bold and brave flavours to the heart of our dishes, giving vegans and flexitarians the opportunity to enjoy more delicious plant-based food this Veganuary.’
Andy Shovel, Co-Founder of This, said, ‘Working with Bill’s and launching our new streaky bacon with them is massive. There’s a lot of synergy between the two brands when it comes to appealing to both families and pre-family. Bill’s have created excellent Veganuary specials for people to try, and most importantly - love.’
This was created in 2019 by Andy Shovel and Pete Sharman, as a plant-based meat brand for meat lovers. They sold their successful meat burger delivery business and decided they wanted sustainability at the core of their next move. Their understanding of what operators need from a plant-based alternative has enabled them to create a range of award-winning, innovative plant-based products.