THIS™ SETS THE RECORD STRAIGHT DEFENDING THEIR RIGHT TO MEATY WORDS WITH LANGUAGE EXPERTS

The National Farmers’ Union of England and Wales has been campaigning to ban plant-based brands from using so-called meaty words to market their products. For example, they claim vegan sausages should be “vegan sticks”; vegan burgers, “vegan discs”, to ensure consumer clarity. Last year, France became the first EU member state to ban the use of meaty words for veggie products which has spurred efforts of UK farmer unions.

In response, the UK’s fastest-growing food and beverage brand, THIS™, a plant-based meat alternatives company, has asked some world-leading language experts to explore the real origins of the modern nomenclature associated with meat, and investigate the true ‘meatiness’ of these words.

Watch the full interview here: https://youtu.be/uP297juauGg. The findings are revealing. For instance, Dr Beth Malary, lecturer in English Linguistics at UCL, finds the origin of the word “sausage” to be derived from the Latin Salsus which means “salted” i.e. a salted product and therefore not related to an animal nor animal meat.

Andy Shovel, Co-Founder of THIS™ says; “As tasty as a vegan disc sounds, I think this is probably another desperate attempt of the meat industry to hamper the growth of more sustainable foods. Frankly, it’s a bit cringe.

The same goes with non-alcoholic beers, could we ever expect someone to say ‘oo yes I could really crack open a cool hoppy malt juice this evening’.”

Conversations and calls for these bans are rising as the meat industry is likely nervous as appetites for plant-based food are ever-increasing. Plant-based protein alone continues to see huge growth globally with the latest 2023 market projection expecting it to reach $24.89 billion by 2027.

Hot on the heels of this mounting demand, THIS™ is on a mission to make plant-based meat alternatives for meat lovers making the switch, without compromise on taste, texture, appearance… or meaty words.