This is targeting the growing demand for convenient, high-protein meat alternatives with the launch of two ready-to-eat deli slice products.

The new lines, This Isn’t Roast Chicken Slices and This Butter Bean, Garlic and Paprika Slices, are set to hit shelves this spring, offering retailers a plant-based upgrade to the traditional deli counter.

Designed for immediate consumption, both products require no preparation, positioning them squarely within the fast-growing food-to-go and snacking segments.

The This Isn’t Roast Chicken Slices aim to replicate the bite and texture of traditional chicken deli meat, addressing a common consumer complaint around rubbery or overly processed plant-based slices.

Meanwhile, the Butter Bean, Garlic and Paprika variant taps into evolving flavour trends and ingredient innovation, using butter beans to deliver a more distinctive, “from-scratch” profile.

The 95g packs will launch at an RRP of £2.95, debuting in Morrisons stores from 22 April. Distribution will expand to Waitrose (chicken slices only) and Sainsbury's (both SKUs) from 6 May.

Both SKUs are positioned as high-protein, low-saturated-fat options and provide a source of vitamin B12 and iron, key nutrients often associated with animal-based products.

The products are being marketed for multiple usage occasions. from premium sandwiches to snackable formats, highlighting their versatility in both retail and potential foodservice applications.