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July 22, 2020

Bollywood couple set up India plant-based firm Imagine Meats

Imagine Meats, a start-up offering plant-based alternatives to meat, has been launched by two Bollywood actors.

By Dean Best

Imagine Meats, a start-up offering plant-based alternatives to meat, has been launched by Bollywood actors Genelia and Ritesh Deshmukh.

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Innovation Update Q2 2022: Meat and Meat Alternatives

Meat alternatives continue to push boundaries, as companies explore 3D printed, plant-based, and precision fermentation-based alternatives. As a result, shoppers are more open to experimental formulations that introduce new flavors to meat products, blur traditional food categories, or swap in new ingredient types. It is vital for their development that retailers acknowledge this range of emerging trends during these increasingly uncertain times. Brands must continue to understand how consumer needs and desires change, and offer a range of products that reflect the world around them, therefore developing purchasing and consumption decisions. Exciting non-traditional formulations are hitting the market - following the trajectories and target audiences of these launches will help other brands find their niche. Consult our report on Meat and Meat Alternatives, from the collection of >17,000 reports on GlobalData Explorer, to:  
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The couple is working with ingredients giant ADM on the development of the products, which are expected to be unveiled “through various channels in [the] coming months”, a statement said.

ADM “worked closely with the Deshmukhs … to craft the most authentic delicacies to cater to Indian palates – think juicy kebabs, biryanis and curries”, it added.

Genelia Deshmukh said: “Seeing first-hand the innovation underway in the global food industry, Riteish and I were encouraged to take this big step and bring to you delicious foods which are so much better for the planet. We want Imagine Meats to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts – just as it will be for our own family.”

Almost 80% of the Indian population practice Hindusim but, contrary to popular belief, far from all Hindus are vegetarian. Moreover, meat consumption in India, though relatively low on a per-capita basis by global standards, is expected to rise.

The Deshmukhs have been advised on the launch of the business and products by The Good Food Institute, the US non-profit that advocates for plant-based alternatives to meat, dairy and eggs.

Varun Deshpande, the managing director of The Good Food Institute’s operations in India, set up in 2017, said the country is “taking its first steps, in a sector which is soaring globally and demonstrating a model to save the planet”.

He added: “With our agricultural biodiversity and the opportunity to benefit our farmers and talented workforce, India can be a lynchpin of growth for the global sector. Covid-19 has underscored that we can no longer take our planet for granted.”

just-food Interview, June 2020: “This industry is so nascent” – Dao Foods investor Tao Zhang on taking plant-based meat mainstream in China

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Free Report
img

Innovation Update Q2 2022: Meat and Meat Alternatives

Meat alternatives continue to push boundaries, as companies explore 3D printed, plant-based, and precision fermentation-based alternatives. As a result, shoppers are more open to experimental formulations that introduce new flavors to meat products, blur traditional food categories, or swap in new ingredient types. It is vital for their development that retailers acknowledge this range of emerging trends during these increasingly uncertain times. Brands must continue to understand how consumer needs and desires change, and offer a range of products that reflect the world around them, therefore developing purchasing and consumption decisions. Exciting non-traditional formulations are hitting the market - following the trajectories and target audiences of these launches will help other brands find their niche. Consult our report on Meat and Meat Alternatives, from the collection of >17,000 reports on GlobalData Explorer, to:  
  • Understand the current market dynamics of the Meat and Meat Alternatives Sector
  • Assess strategies implemented by companies to better penetrate the market
  • Understand the key themes in the market that these companies and their respective products appear to be targeting
  • Marketing / Advertising strategies being used by these players for specific products
  • Other segment-specific analysis (packaging, design, flavors etc.)
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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