In a strategic move to cut through the noise of the modern food industry, the UK-based plant-based leader THIS™ has officially launched a comprehensive online information hub. Titled “100% Plant-Based. 100% Fact-Based.,” the platform is designed to provide consumers with transparent, evidence-based insights into the complexities of plant-based nutrition, animal welfare, and environmental sustainability. By integrating direct references to this hub on their product packaging, the company aims to bridge the information gap for shoppers standing in the supermarket aisle who are looking for clarity amidst a sea of often contradictory food labeling and marketing claims.
The digital platform is meticulously structured into three primary pillars: nutrition, animal welfare, and environmental impact. Within the nutrition section, the brand tackles essential dietary components—including protein quality, fiber content, fat profiles, iron, and Vitamin B12—explaining their biological importance and their role within a balanced diet. By addressing these topics directly, THIS™ provides a foundational guide that helps consumers navigate the often-confusing discourse surrounding processed foods and macronutrient requirements, effectively empowering them to make informed choices based on scientific context rather than marketing buzzwords.
The impetus for this project stems from what the brand identifies as a pervasive climate of confusion, exacerbated by the relentless cycle of social media misinformation and polarized public debates regarding food sustainability. THIS™ observed that consumers are frequently overwhelmed by conflicting headlines and aggressive advocacy from various sides of the diet spectrum, which often prioritizes rhetoric over nuance. Instead of dictating a rigid dietary ideology or issuing prescriptive health advice, the hub serves as a neutral, evidence-led resource, allowing users to analyze the facts independently and reach their own conclusions about how plant-based products fit into their personal lifestyles.
Mark Cuddigan, CEO of THIS™, emphasized the necessity of this initiative, noting that the modern food landscape has become unnecessarily complicated for the average shopper. In a statement accompanying the launch, Cuddigan highlighted the barrage of headlines and conflicting advice that dominates the daily media cycle, asserting that consumers deserve a reliable destination to cut through the hype. The platform’s objective is to be a balanced, clear, and accessible repository of information that welcomes not just committed vegans, but also flexitarians and the “food-curious” who may be skeptical of or confused by the plant-based category.
This initiative marks a significant strategic pivot for the brand, which was founded in 2019 by former burger chain operators Andy Shovel and Pete Sharman. Initially gaining industry acclaim for its hyper-realistic meat alternatives, such as their signature chicken and bacon analogs, the company has begun to broaden its horizons to reflect a changing market. This evolution was notably signaled by the 2025 launch of their “Super Superfood” line, which marked a departure from pure meat mimicry toward a more holistic, wholefood-oriented nutritional strategy. The launch of the information hub further cements this transition, positioning the brand as a thoughtful leader in the evolving food tech space.
Ultimately, THIS™ hopes that by fostering a culture of transparency, the platform will evolve into a trusted industry standard. As the conversation around climate change and personal health continues to shift toward more sustainable food systems, the brand is betting that its commitment to “facts, not hype” will cultivate long-term consumer trust. By providing the tools for deeper understanding, the company is not only attempting to clarify the role of their own products but is also contributing to a broader movement toward a more educated and discerning food culture that values clarity over marketing theater.
