PREZZO LAUNCHES MAJOR COLLAB TO EXPAND VEGAN OFFERING

Italian eatery, Prezzo, has today announced a major new partnership with plant-based pioneer, THIS™.

From today, Prezzo will serve-up THIS Isn’t Chicken and offer the meat alternative for two of its most popular dishes – Chicken Penne Arrabbiata and Chicken & Roasted Peppers Pizza. THIS™ is known for its non-preachy stance on the plant based movement and the aim of the collaboration is to appeal to meat lovers. Neither brand believes meat eaters deserve to compromise on taste, texture or nutrition when they cut down.

THIS™ has blazed a trail in the past 18 months through its mission to create hyper-realistic plant-based foods for meat-lovers.

The plant-based pioneers’ success and their devoted fan base – made up of vegans and meat-lovers – caught the attention of Prezzo who believe eaters won’t be able to tell the difference between the two new dishes and the real chicken versions. The new recipes will feature on menus across Prezzo’s 150 restaurants nationwide.

Prezzo has seen an 112% surge in demand for plant-based dishes in the past two years – and the creation of meat alternatives for two of its most iconic dishes is a major sign of intent from the Italian restaurant.

Plant-based dishes now make up 7% of all orders at Prezzo which reflects the changing consumption habits in the UK and consumers turning to meat alternatives. A 2019 survey by Ipsos Mori, commissioned by The Vegan Society, found that the number of vegans in Great Britain quadrupled between 2014 and 2019.
The Prezzo partnership is a giant step into the mainstream restaurant market for THIS™, who has already achieved listings in the ‘Big Four’ supermarkets in record time – and supplies over 3,000 different eateries across the UK.

Andy Shovel, Co-Founder of THIS™ commented:

“Pete (co-founder) and I started THIS™ with the dream to make meat alternatives accessible to everyone. Pizza is a mainstay of a Brit’s diet and collaborating with one of the UKs leading Italian eateries is a pretty massive moment for us. The dishes taste lush & I’m fairly sure meat eaters will struggle to taste the difference between THIS™ Isn’t Chicken and the real thing”

Jay James, Marketing and Communication Director at Prezzo commented:

“We are excited to partner with THIS and to welcome back the customers we have missed so much. We now have even more choice for our vegan and veggies customers as well as those choosing to eat less meat. 7% of our orders are now plant-based so we’re really happy and proud to be launching THIS Isn’t chicken’. Our teams are ready with the biggest smiles and the warmest of welcomes. At last, it’s time for pasta, pizza, vino.”