This raises £3.6m on Seedrs and gets celebrity backing

Chris Smalling of Manchester United has joined This’ crowdfunding round, which has already exceeded its funding target by 184%

This, the plant-based chicken and pork start-up based in London, has a live crowdfunding campaign on Seedrs, which has exceeded its £2 million target by 184%. The company has raised £3,698,170 from 1,696 investors, including vegan footballer Chris Smalling, the central defender of Manchester United. The campaign is due to close in 38 days.

The start-up’s crowdfunding round on Seedrs kicked-off in July.

NutritionInvestor understands that venture capital firms backing the start-up include Five Seasons Ventures, Backed, Idinvest Partners, Seedcamp and Manta Ray Ventures.

Andy Shovel and Pete Sharman founded This in June 2019 to create substitutes for chicken and pork using protein extracted from soy and pea. Products mimic meat in taste, texture, and appearance.

“Pete and I can scarcely believe how quickly the Seedrs campaign has been building momentum,” Shovel told Plant Based News.

Shovel said they are “truly honoured” that so many people considered the company a worthy investment.

This’ product range comprises ready-to-cook and ready-to-eat chicken and pork products fortified with vitamin B12 and iron.

“I’ve been really impressed with what Andy and Pete have achieved in such a short time,” Smalling told Plant Based News. “They’ve created a killer brand with amazing products. [I’m] thrilled to be part of their journey.”

The London start-up said it will use the cash injection on building an innovation centre, developing more products, and launching in more major supermarkets.

To date, This’ products are sold in 2,000-plus retail and restaurant stockists, including Tesco, Waitrose, and Ocado.