Plant-based meat brand This has revamped its This Isn’t Chicken Pieces product with a new recipe, containing 50% fewer ingredients.

The company said its new recipe offers a “serious succulence upgrade” and has been the result of 18 months’ refining work from its in-house R&D team.

Cutting the ingredients in half, the improved recipe is made primarily of soya and fava protein, removing pea protein from the recipe along with other additives.

Using This’ extrustion technology, the R&D team have created what the company claims to be its most fibrous texture yet, high in protein and fibre yet low in saturated fat. It is also claimed to be lower in salt than competing products.

The new recipe will roll out in the UK from today (10 November) in Waitrose, Sainsbury’s, Morrisons, Tesco and Asda, as well as online through Ocado (RRP £3.50) and in Albert Heijn stores in the Netherlands. It will also be available via wholesale in a foodservice format.