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."
What's Driving This Trend
- Plant-based Whole-cut Meats
- Opportunity for companies to innovate plant-based meat products that mimic the taste and texture of animal-based meat.
- Partnerships with Traditional Restaurants
- Opportunity for plant-based meat companies to collaborate with traditional, meat-centric restaurants to reach new audiences.
- Affordable Plant-based Options
- Opportunity to create plant-based products that are lower in price than animal-based meals to incentivize consumers to choose healthier alternatives.
Who This Affects Most
- Plant-based Food Industry
- Opportunity for the plant-based food industry to develop and market more meat alternative products.
- Restaurant Industry
- Opportunity for the restaurant industry to incorporate more plant-based options on their menus, especially in meat-centric establishments.
- Soy and Mushroom Industries
- Opportunity for soy and mushroom industries to supply ingredients for plant-based meat companies and capitalize on the growing demand for alternative protein sources.
