THIS' Super Block Spotlights Whole-Food Protein & Superfoods
Laura McQuarrie — April 23, 2025 — Lifestyle
References: this.co & vegconomist
THIS' Super Block is a high-protein, plant-powered product made from fava bean protein, seeds, and vegetables. Simple as it may seem, the plant-based block is beneficial for its all-natural ingredients, abundance of superfoods, fiber-rich content, and it's a natural source of iron and omega-3 that contributes to the recommended daily portion of fruits and vegetables.
THIS' new Super Superfood line, as a whole, marks a shift in focus from meat alternatives to whole-food protein products. "After 5.5 years of focusing on ‘THIS ISN’T,’ this is our first-ever ‘THIS IS’ product," THIS founder Andy Shovel shared on LinkedIn, "There’s nothing quite like it on the market. It’s more nutritious, more flavorful, and higher in protein than tofu, with a totally unique texture compared to any other plant-based product.”
THIS' new Super Superfood line, as a whole, marks a shift in focus from meat alternatives to whole-food protein products. "After 5.5 years of focusing on ‘THIS ISN’T,’ this is our first-ever ‘THIS IS’ product," THIS founder Andy Shovel shared on LinkedIn, "There’s nothing quite like it on the market. It’s more nutritious, more flavorful, and higher in protein than tofu, with a totally unique texture compared to any other plant-based product.”
Trend Themes
1. Whole-food Protein Revolution - A growing interest in whole-food proteins is catalyzing the development of innovative plant-based products that bypass traditional meat alternatives.
2. Superfood-enriched Products - The integration of superfoods into everyday meals is gaining momentum, presenting opportunities for new nutrient-dense products that cater to health-conscious consumers.
3. Fiber-rich Innovation - Consumers are increasingly seeking fiber-rich options, sparking demand for products that not only provide protein but also enhance digestive health.
Industry Implications
1. Plant-based Foods - The plant-based food industry is witnessing a transformation as new products focus on whole-food ingredients and nutrition rather than simply replicating meat textures.
2. Nutritional Supplements - Nutritional supplement manufacturers are being urged to incorporate whole-food superfoods into their formulations, tapping into consumer demand for natural and effective nutrient sources.
3. Health and Wellness - As people prioritize health and wellness, the industry is leaning toward products that offer comprehensive nutritional benefits, paving the way for innovative and functional food solutions.
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