Indian multinational moves into plant-based burgers and nuggets14 Jan 2022
ITC, one of India’s largest corporations, announced it is entering the plant-based protein space through its ITC Master Chef brand where it will launch burger patties and chicken nuggets made from alternative protein sources. The conglomerate’s food business vertical will launch these products through direct-to-consumer retail and e-commerce as well as in foodservice establishments in eight of the country’s largest cities this month.
Initially, the company’s consumer-ready, plant-based products will rely on pea protein as their main ingredient. Going forward, ITC said it hopes to move into additional finished consumer goods as well as B2B ingredients, and it is working on researching and developing options that are legume- and soy-based to complement its initial offerings.
“There is no large pan-Indian brand in the plant-based protein segment in India,” Hemant Malik, Divisional Chief Executive - Foods, ITC Ltd said in the statement. “We want to enjoy the early mover advantage in India.”
While this large enterprise is looking to conquer the market through its sheer size and scale, it is not the only plant-based venture to take root in the country. Several startups have already made headway in the Indian market, with Imagine Meats, GoodDot, Vegolution and Blue Tribe Foods among the list of some of the more influential brands in the space. Nevertheless, ITC hopes to leverage its size and market might to become a dominant player in what the company says is a $45 billion market for plant-based protein in India.
While the majority of Indians are meat eaters — the company cited Kerry data showing that 70% of the country’s population is non-vegetarian — a large percentage of those consumers are searching for more sustainable alternatives. A study from the Irish ingredients company Kerry found that India is one of the key markets for companies interested in vegan and flexitarian product launches.
ITC, which is known for producing Aashirvaad atta and Sunfeast cookies as well as ready-to-eat heritage dishes, is advised by the Good Food Institute India (GFI India) which is guiding the market positioning and launch strategy for its plant-based Master Chef options.
With this launch, ITC is putting itself in competition with some of the global plant-based juggernauts, including Nestlé, Unilever, Globally, Beyond Meat and McDonald's, which sells the McPlant plant-based burger that was co-developed with Beyond Meat.
France, Austria seek European-wide plant-based protein strategy
12 Jan 2022
Agriculture ministers from European Union member states France and Austria are calling on the European Commission to focus on developing plant proteins as part of a strategy to promote sustainable food systems that combat current environmental and clim...Read more
KFCs Beyond Fried Chicken is now available in the US
10 Jan 2022
Following two years of testing, fast-food chain KFC is bringing Beyond Fried Chicken to restaurants across the U.S. beginning on Jan. 10. This nationwide launch of fried chicken made with Beyond Meat plant protein will only be for a limited time, accor...Read more
Mondelez introduces Extra Stuf Oreo thins
7 Jan 2022
Milk’s favorite cooking is getting a facelift this year with a new Oreo Thins Extra Stuf line. Mondelez is debuting this permanent addition to the Oreo portfolio in January. The classic chocolate and cream cookie will have “nearly double the amount of ...Read more
Eat Just rolls out new cultivated products in Singapore
4 Jan 2022
Once again, the Singapore Food Agency (SFA) has made history by approving multiple new products for sale from Eat Just’s Good Meat division. While there will be several products available, the only confirmed product is a whole chicken breast, which app...Read more
Scientists break the code for a new natural blue color
10 Dec 2021
Graduate-level food scientists at Cornell University have discovered how to stabilize, phycocyanin, a food colorant that provides a vivid blue pigment, according to research published in the American Chemical Society’s journal BioMacromolecules.Read more
B.T. Sweets launches botanical sugar alternative
7 Dec 2021
The two-year-old startup B.T. Sweets is debuting Cambya, a plant-based, one-to-one sugar replacer made from soluble fibers, monk fruit, and select botanicals. Unlike other sugar substitutes, the company says that Cambya does not require any masking age...Read more
Hooray! Plant-based bacon maker gets $2.7M
6 Dec 2021
Plant-based bacon startup Hooray Foods closed a $2.7 million extension of its seed round that originally brought the company a $2 million influx of cash this summer. The company says it intends to use this infusion of capital to scale its production of...Read more
Nestlé backs vegan chicken brand Sundial Foods
1 Dec 2021
The world’s largest food conglomerate Nestlé is backing a California-based startup that makes plant-based chicken wings with meat, skin and bone. The Swiss food giant participated in a $4 million funding round for Sundial Foods that included other inve...Read more
Snacking brand Brave launches cookies and cream chickpea bites
23 Nov 2021
Chickpea snack brand Brave announced it is launching three new flavors to its lineup: Cookies & Cream, BBQ and Salt & Vinegar. The cookies and cream flavor is an indulgent snack which the company says is a world-first and is also compliant with the new...Read more
Mondelez looks to replace sugar with ultrasonic "welding"
18 Nov 2021
Snack maker Mondelez International is testing Torr FoodTech’s sugar elimination technology, which allows manufacturers to omit added sugar and binders. Coined iWeld, Torr's technology combines ingredients with mechanical pressure and processes like ult...Read more
Are you a supplier?
Here's what we can do for you
- Generate quality leads for your business
- Stay visible for 365 days of the year
- Receive product inquiries and respond to meeting requests directly
- Improve company online presence through Search Engine Optimisation