A PLANT-BASED meat substitute company has launched a call centre to help anyone struggling to fight temptation during Veganuary.

Vegan brand THIS has enlisted amateur comedians to monitor its national helpline every day from 10am to 10pm until the end of the month, to bring some cheer to those participating in Veganuary during lockdown.

The comedians will be answering calls with meat-based jokes, plant-based puns and animal noises to help those attempting to go meat-free get through the month with a smile.

READ MORE: Brighton ranked as most vegan-friendly city in UK

Andy Shovel, one of the co-founders of THIS, said: “While of course being worthwhile, my first Veganuary was tough – like the cold turkey scene from Trainspotting.

The Argus: Andy Shovel and Pete Sharman, founders of THIS vegan productsAndy Shovel and Pete Sharman, founders of THIS vegan products

“Hopefully with some messing around and fun, we can make it easier for first-timers this time around.”

Andy described Brighton as “basically the UK’s plant-based mecca” and said THIS has also partnered with restaurants in the city, including Patty and Bun and Pho.

He said: “We’ve also just launched the ‘Tribute to Jamaica’ plant-based burger featuring THIS Isn’t Bacon with Honest Burgers.

“It’s one of the best burgers I’ve ever eaten and I used to run a burger chain where I literally tried thousands of them.”

THIS, which produces vegan-friendly alternatives to chicken and bacon, aims to allow customers to “virtually eat meat, without killing stuff”.

Its products are predominately made from soy bean protein, water and pea protein, and include ready-to-cook “THIS Isn’t Chicken” soy and garlic pieces, “THIS Isn’t Bacon” rashers, “THIS Isn’t Chicken” nuggets and “This Isn’t Chicken” sea salt and cracked black pepper pieces.

The Argus: THIS Isn't Chicken RamenTHIS Isn't Chicken Ramen

The meat substitutes, described as being “like methadone for ex-bacon loving vegetarians” can be found in dishes at restaurants and cafes across Brighton, including Happy Maki, Really Happy Chicken and Nowhere Man.

Andy set up the company with fellow meat-lover Pete Sharman, and the pair both previously worked for the burger chain Chosen Bun.

They channelled their in-depth knowledge of meat to create THIS, which they argue is “the most realistic chicken and bacon meat-alternatives in the world”.

READ MORE: Brighton schools may soon offer more vegan meals to children

Andy and Pete spent two years researching and developing their products, and tasted over 2,000 versions of their meat substitutes.

They partnered with world-leading texture scientists and flavourists to ensure that all their products would mimic meat in taste, texture, appearance and nutrition, but without the ethical or environmental impact, instead using peas and soya beans as the base.

They said: “In terms of texture, we take plant-based ingredients and introduce heat, pressure and water.

The Argus:

“By dialling in our recipes and our cooking techniques, we’re able to produce food with a fibrous texture – just like meat.”

Environmentalists will be pleased to learn that all the soy used is not genetically modified, and is currently grown in the USA – so no rainforests have been destroyed in the process.

This month, the company has also launched in online recipe box service Gousto’s new vegan range.

Set up in 2014, the Veganuary charity’s month-long campaign challenges members of the public to go vegan for the first 31 days of the year.

READ MORE: Stars including Ricky Gervais want you to join 'Veganuary'

The challenge, which was launched in the UK, has since inspired more than one million people across the globe to try going vegan for January.

Those who sign up receive email tips and can access helpful online resources with recipes, a starter kit and meal plans, as well as membership of a Facebook support group.

Last month Brighton Pavilion MP Caroline Lucas was among those who signed an open letter urging the public to take part, as well as Crawley MP Henry Smith, comedian Ricky Gervais and naturalist Chris Packham.

The TV presenter and Veganuary ambassador said: “Trashing the planet does none of us any good, as the coronavirus pandemic shows all too clearly.

“But we can emerge from this stronger and wiser, with a renewed commitment to protecting the environment, its inhabitants and our own futures. Being vegan is a great way to support the natural world and to live sustainably.”

Andy and Pete at THIS hope more people will be inspired to cut down on their meat consumption in a bid to tackle climate change, and said their tasty substitute products mean people “don’t need to compromise if they want to reduce their meat intake”.

Speaking about going vegan, they added: “From Lewis Hamilton to Chris Smalling and Sara Pascoe to Kim Kardashian, it’s not just hippies in flip flops eating hummus and plants.”

THIS chicken and bacon substitute products are available at major supermarkets, including Tesco, Waitrose, Ocado, Co-op, and now Sainsbury’s and Asda.

And if you’re struggling to resist the urge for a bacon sarnie this month, you can now call the THIS isn’t a Veganuary helpline on 0800 054 1099.