Green Rebel's Beefless Steak is touted as the "first plant-based whole-cut steak in Asia" and it's made with soy protein and shiitake mushrooms to mimic the taste and texture of meat in a vegan-friendly way. The innovative meatless product from the Indonesian start-up recently made its debut at two of the largest steakhouse chains in the country: ABUBA Steak and the Japanese-inspired steakhouse Pepper Lunch.
The Beefless Steak is debuting at both restaurant chains at lower prices than animal-based steak dinners. Green Rebel sees working with restaurants as a way to reach new audiences. As Green Rebel co-founder and Chief Innovation Officer Max Mandias says, "Both brands are the go-to family restaurants, where the conscious young generations can bring their parents and grandparents—the market segments that are less likely to try plant-based meat."