This Revamps Whole-Food ‘Super Superfood’ Line with Mushroom-Led Focus

UK plant-based brand This has relaunched its This is Super Superfood line of whole-food proteins with a new name and packaging design centred on mushrooms.

As it approaches profitability, London-based vegan startup This has shaken up one of its protein lineups in line with consumer and market insights.

Last year, the company launched This is Super Superfood, a range of whole-food-forward products that marked an expansion from its core range of meat alternatives. The first two SKUs were a tofu-style block and lemon-and-herb-marinated pieces, before the concept was expanded to include breaded pieces.

Now, This has revamped the veg-led line with new names and packaging. The This is Super Superfood block is now called Extra Firm Mushroom ‘Tofu’, and its Multigrain Breaded Pieces are named Crunchy Mushroom Bites.

“We’ve listened closely to our customers and the data, and completely refreshed our wholefood range to make it more desirable, intuitive, and useful,” explained This CEO Mark Cuddigan.

This updates mushroom tofu recipe, retains ingredients for crunchy bites

The mushroom tofu block was relaunched in its current format to “better reflect its protein profile and versatility”, according to the brand. The recipe has also been refined to deliver superior flavour and texture.

This product contains 10% each of fava bean and pea protein, 6.5% shiitake mushrooms, a blend of pumpkin, hemp, flax and chia seeds (4.7%), and a small amount of spinach. These are complemented with rapeseed oil, yeast extract, spices, and salt.

It boasts 19g of protein and 6g of fibre per 100g, higher than conventional firm tofu (13-16g of protein and 2g of fibre), and can be used in a variety of applications, such as wraps, curries, ramen, ragù, grain bowls, stir-fries, and more.

The crunchy bites SKU retains the same ingredient list as its predecessor, comprising 7% each of fava and pea protein, 4% shiitake mushrooms, spinach, and the same seed mix. It also contains wheat flour, rapeseed oil, malted wheat, cornflour, oats, red quinoa, wheat gluten, yeast, black pepper extract, and seasonings.

These pack 15g of protein per 100g serving, alongside 4g of fibre. They can be cooked in the oven or air-fryer, and are positioned as a “high-protein upgrade from falafels” to be used in loaded salads, wraps or dipping platters.

“Our new Mushroom ‘Tofu’ and Crunchy Mushroom Bites now feature clear usage cues and recipe inspiration on pack, giving people the confidence to cook with them straight away,” Cuddigan said.

The startup notes that nearly half of meat reducers skip meat without replacing the protein, a gap it hopes to fill with its meat alternatives and whole-food proteins.

“People want food that tastes good, makes them feel good, and aligns with their values. That’s driving demand across the board, whether that’s whole foods, plant-based alternatives, or a mix of both,” he told Green Queen in an April interview.

Whole-food sales keep growing as This eyes profitability

This’s decision to relaunch its Super Superfood line under new branding comes as whole-food plant-based eating thrives in the UK. Volume demand for chilled plant-based food rose by just under 1% across UK supermarkets in 2025, rising to 1.7% in the final quarter of the year. Tesco, the country’s largest retailer, ascribed the revival to rising interest in “veg-led foods” rich in protein and fibre.

This is driven by heightened concerns about ultra-processed foods. Government polling shows that up to 78% of Brits are worried about UPFs (behind only inflation), and as much as 75% are concerned about the general healthiness of diets.

Meanwhile, gut health trends like fibermaxxing and the 30-plants-a-week movement are contributing to the vegetable craze. This sees the current environment surrounding clean labels and UPFs “less as backlash and more as part of a broader evolution in how people think about food”.

“It’s not one-size-fits-all,” Cuddigan said. “Some consumers prioritise whole foods, others prioritise convenience, protein, or taste, and many are trying to balance all of those things at once. Our job is to serve those different needs responsibly.”

Despite the rebrand of two of its products, This sells several other whole-food products under the This is Super Veg line, including pea, lemon and basil protein bites, a butter bean and red lentil burger, and a deli slice made with butter beans, garlic and paprika. Plus, it retails chickpea tofu through a collaboration with German firm Omami.

The plant-based food startup has raised £35M to date, and posted an annualised gross revenue of around £24M in 2025, with over £56,000 in net profit.

“We’re now very close to achieving profitability on an annual basis. With margins stabilised, our focus has shifted back to growth, and we’re seeing strong momentum, with 25% growth in the UK over the latest 12 weeks,” Cuddigan said in April.

He added: “Whenever you introduce something new like our Super Superfood range, it takes time to build awareness and for sales to build. But we have a strong core group of customers who love the range and are coming back to it, with sales steadily growing as distribution and understanding increase.”

This did not respond to Green Queen’s questions about why the original names didn’t work, and why it specifcially chose the new names.