Bill's partners with plant-based brand for Veganuary

Restaurant and bar group Bill’s has partnered with meat alternative brands THIS™, committing to expanding its plant-based offering for Veganuary 2023 and beyond.

The collaboration is being launched off the back of an increasing demand for more plant-based menu options. Research by THIS™ shows that 75% of British consumers are keen to see more plant-based dishes in restaurants. 

The partnership kicks off with an exclusive Veganuary specials menu, available across Bill’s restaurants nationwide. The menu offers a selection of hearty favourites with a plant-based twist, including a vegan take on the best-selling Bacon Mac & Cheese. The THIS™ Bacon Mac & Cheese combines THIS™ Isn’t Bacon Lardons folded through a plant-based smoky cheese sauce, served with a green leaf salad.

The hero dish on the menu is the THIS™ Plant Plate, featuring THIS™’s brand-new streaky bacon. It’s a vegan full English alternative, also including THIS™’s sausages, roasted plum tomatoes, mushrooms, fried potatoes, scrambled OGGS®, baked beans and toast, served with spicy sriracha sauce.

Bill’s is the first operator to use THIS™’s new streaky bacon. The hyper-realistic product combines innovative plant-based fat, made from olive oil, with its award-winning plant-based meat, which uses pea and soya protein. The result is a smoky, meaty plant-based bacon that is low in fat and high in protein.

Tom James, managing director of Bill’s, comments: "We’re excited to be launching our limited-edition Veganuary dishes with THIS™. The partnership allows us to continue to bring our bold and brave flavours to the heart of our dishes, giving vegans and flexitarians the opportunity to enjoy more delicious plant-based food this Veganuary."

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