THIS Refreshes Wholefood Range with Mushroom “Tofu” and Crunchy Bites

London-based plant-based brand THIS has updated and expanded its wholefood range with two mushroom-based products now rolling out across major UK retailers, responding to consumer demand for cleaner-label, ingredient-led options.

The Extra Firm Mushroom “Tofu” (200g) is a reformulated version of the brand’s former Super Superfood Block, relaunched under a new name to better communicate its protein content and culinary uses. The Crunchy Mushroom Bites (160g) replace the Super Superfood Multigrain Breaded Pieces, retaining the same ingredient list while updating the branding. Both are priced at £2.95.

Retailer rollout

The Mushroom “Tofu” is available at Tesco, Sainsbury’s, Waitrose, ASDA, Morrisons, and Ocado. The Crunchy Mushroom Bites are currently exclusive to Sainsbury’s.

The “Tofu” block is made from broad bean and pea proteins, shiitake mushrooms, a seed blend (pumpkin, hemp hearts, flax, and chia), rapeseed oil, spinach, and yeast extract. Unlike conventional tofu, it can be grated, cubed, sliced, or pan-fried, and contains 6g of fibre per serving compared to the 1.9g typically found in standard tofu. The Crunchy Mushroom Bites share a similar protein base and are coated in a multigrain layer of oats and red quinoa, air-fryer ready in four to six minutes.

A cleaner-label pivot

Founded in 2019 by Andy Shovel and Pete Sharman, the company built its early reputation on hyper-realistic meat alternatives. Under CEO Mark Cuddigan, who joined in early 2024, the brand has been expanding toward simpler, ingredient-forward products.

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