Genelia And Riteish Launch Their Plant-Based Meat Venture
- Ayandrali Dutta
Updated : February 11, 2022 08:02 IST
The chunk of mindful consumers are now being aware of the side effects of animal-based diets and that has seen a paradigm shift in the consumption pattern.
The plant-based industry is at a nexus of climate change, cruelty free attitude towards animals and healthy-eating and is gaining momentum at a lightning-fast pace globally. Several companies have taken the world by storm by spearheading the plant-based movement and even getting listed on stock exchanges. With the demand for animal meat expected to rise with rising incomes in emerging Asian markets such as India - placing an enormous burden on the population from public health and environmental viewpoint - plant-based meats have the potential to lead in the food innovation space.
And venturing into the space of Plant-Based Meat, this celebrity couple; Genelia And Riteish has launched their plant-based venture - Imagine Meats. The plant-based brand offers ten carefully curated variants of ready-to-prepare mouth-watering plant-based meals for Indian taste buds. In the past five to six years with veganism going mainstream, looks like the days of heavy meaty affair on a table is soon gonna be replaced by some satisfying plant-based foods and alternative. The pandemic too taught a lot about looking at our backyard and relying on greens or even green waste that we could turn our kitchen into a sustainable one. The chunk of mindful consumers are now being aware of the side effects of animal-based diets and this has seen a paradigm shift in the consumption pattern. The brand sees products like nuggets, keema, biriyani, sheekh kebab and more.
In the words of Riteish “With a broad range of plant-based meats, it is the perfect solution for meat-lovers like me who find giving up animal meat quite a challenge. Rather than having to sacrifice their meat cravings during otherwise primarily vegetarian festivals, in lieu of one’s own personal values or the planet at large, Imagine Meats offers consumers a simple guilt-free switch to plant-based meat, which is just as tasty and juicy.”
The disruptive brand seeks to reimagine how the masses consume meat by providing equally juicy and succulent plant-based options. These protein-based products by Imagine Meats are made with no cholesterol, no animal hormones or antibiotics, making it an ideal solution for those who want to indulge in the rich experience of meat-eating without the guilt of harming animals. The plant-based food brand gives consumers an assortment of options from which they can choose their favorite flavourful indulgence without having to give in to their animal meat cravings.
And not to miss the fact following their footsteps in a way Anushka Sharma and Virat Kohli too have invested in vegan meat start-up Blue Tribe founded by Sandeep Singh and Nikki Arora Singh, a brand that sees contain pea, soybean, lentils and more vegetarian ingredients that mechanically extract proteins, vitamins, and other nutrients.