Home » Plant-based meat brand Planted set to enter Middle East market

Plant-based meat brand Planted set to enter Middle East market

by Madaline Dunn

Planted, an alternative protein startup in Europe, has shared it will soon enter the UAE market through the plant-based product range of a leading Middle Eastern food service distributor.

As a one-hundred per cent plant-based meat brand, Planted said it aims to set a “new standard” for the plant-based meat industry by radically changing the way meat is perceived, produced and consumed, inspiring a shift towards eating plant proteins instead of animals.

The brand, founded in 2019, said it focuses on the highest quality plant-based meat produced in Switzerland, with high protein content and only using natural ingredients.

It currently has a presence in: Switzerland, Germany, Austria, France, Italy, the UK and Benelux, while already being available in over 6100 restaurants and more than 8700 retail outlets.

Now, it said, it is targeting the Middle East region and hopes to spearhead its growth in the UAE and build a “solid foundation” for future regional expansion into Saudi Arabia, Bahrain, Oman and Jordan.

The company combines proprietary structuring and fermentation technologies to produce its meat from plant proteins.

Moreover, the brand said it has employed a fully transparent production process at the firm’s HQ in Kemptthal, Switzerland.

Planted is also a certified B Corporation verified by B Lab Switzerland, which it said ensures the credibility of its high standards of social and environmental performance, transparency, and accountability.

The brand’s planted.chicken and planted.pulled products were integrated into menus from food trucks of plant-based vegan restaurants at COP28’s Blue Zone.

The food truck of Wild & The Moon – a homegrown premium plant-based, organic, ethical, casual restaurant chain, incorporated Planted’s products in its menu through the texture-rich Jack’s Bowl and the Vietnamese-inspired Banh Mi stuffed buns.

Similarly, the food truck for Roots & Rolls – Barcelona’s pioneer in 100% plant-based sushi, also utilised Planted’s products in its Geisha sushi roll.

In early 2024, Planted’s product portfolio will be introduced to a range of sectors within the UAE food service market, including hotels, restaurants, cafes, QSRs, sub-distributors, wholesalers, entertainment, and many independent operators in the hospitality industry.

“We are pleased to enter the Middle East market with an exclusive distribution partnership that will guide the introduction of our meats to a new and enthusiastic customer base initially in the UAE. Collaborating with influential brands in the industry such as Wild & The Moon and Roots & Rolls at COP28 was also a rewarding experience in seeing regional customers try our products first-hand. We are focused on revolutionizing the protein value chain by creating better meat than animals through clean label and only natural ingredients with no additives, generating the best taste and texture confirmed by top European chefs and utilizing specialized in-house production” said Pascal Bieri, Co-Founder, Executive Board Member of Planted.

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