UK meat alternatives brand THIS is expanding its portfolio with the launch of a new plant-based fillet steak, aiming to bring a more premium, steak-like experience to the chilled meat-free aisle.

The THIS Fillet Steak (220g) will debut in Tesco stores from 13 April, followed by Asda on 22 April, with listings in Waitrose and Sainsbury’s expected in early May.

The product has an RRP of £7.00 per pack, which contains two 110g fillets.

Positioned as a direct alternative to traditional beef steak, the product is marinated in a peppercorn flavour designed to deliver “crisp, charred edges, restaurant-style sear, smoky depth and a succulent, fibrous texture”. The company says the product targets consumers seeking both indulgence and familiarity in plant-based formats.

Nutritionally, each fillet delivers 31g of protein and is made from a blend of wheat and soy proteins, formulated to replicate the “juicy bite and tender pull” associated with conventional fillet steak. The product is also low in saturated fat, a source of fibre, and fortified with iron and vitamin B12.

Mark Cuddigan, CEO of THIS, said: “The plant-based aisle has lacked a steak that truly competes on flavour, juiciness and affordability. THIS Fillet Steak changes that. It’s tender, rich and is priced so everyone can enjoy it. It’s the missing piece the market has been searching for, and most people wouldn’t believe it’s not beef.”

The launch also marks the first product release under the company’s upcoming brand refresh, which will roll out across the full range over the next 12 months. The rebrand signals a shift towards a more premium, food-led positioning, replacing the brand’s existing cloud-based packaging with updated visuals, including a new logo, colour palette and lifestyle-led food photography.