TRENOS SiGINT: THIS Pastrami Deli Slice Launch

JC Analyst: September, 2025

Signal:

The THIS pastrami deli slice launch signals that deli cuts are now fair game in the plant-based wars. High protein, smoky taste, and familiar format make this a consumer-friendly gateway product. Layered with two veg-centric SKUs, THIS is testing breadth and resilience in a market wobbling between indulgence and “clean eating.”

Human Factor:

Cold cuts are about habit, nostalgia, and lunchbox convenience. THIS is banking on the idea consumers will swap beef for pea-and-shiitake when the slice looks and tastes the part. It’s less about ethics preaching, more about the simple pleasure of a sandwich.

TRENOS Metrics Snapshot

Field	Detail
Signal	Plant-based cold cuts enter mainstream deli category
Data Point	THIS launches pastrami-style slices (£2.95 / 70g) plus two Super Superfood frozen SKUs
TikTok Views	Rising interest in “sandwich hacks” & plant-based deli tags (+10–15% YoY in UK chatter)
Retail Footprint	Initial UK supermarket rollout; chilled aisle presence alongside conventional meats
Ingredient Format	Pea protein, wheat protein, shiitake mushroom, veg inclusions
Product Range	Deli slice, frozen bites, breaded veg-protein pieces
Consumer Segment	Flexitarians, Gen Z sandwich eaters, health-led snackers
Brand Origin	United Kingdom
Export Status	UK-only launch, with potential EU expansion if deli SKUs gain traction
Trend Classification	Hybrid play: indulgent meat-analogue + whole-food clean-label
System Pressure Point	Balancing taste/texture with clean-label demands; retail shelf competition; price sensitivity (£/100g)

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