# Peanut Protein Vegan Chicken Haofood Leverages Peanut Proteins for Its New Plant-Based Chicken By Grace Mahas | Published 2021-01-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/haofood References: [foodnavigator](https://www.foodnavigator.com/Article/2021/01/18/Haofood-makes-fried-chicken-alternative-from-peanut-protein) & [haofood.co](https://www.haofood.co/) As the plant-based market continues to expand, Haofood is leading the industry with the launch of its vegan chicken made from peanut protein. The Shanghai-based brand is focusing on "fried chicken" since Asia is responsible for almost 40% of global chicken consumption, with most consumers preferring fried chicken. Haofood opted for peanut protein in its plant-based chicken since the ingredient is high in protein and fiber, contains zero cholesterol, and is also a source of vitamins and minerals. In addition, the ingredient proved to provide a better texture for Asian consumers. Astrid Prajogo, the CEO and founder of Haofood commented on this notion, stating: "Until now, plant-based meat has been based on soybean. The taste and texture reminded them of tofu. In China, we eat tofu everyday... Our main goal was to have a product [completely different] from the tofu meat experience." Image Credit: Haofood ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 28% | Activity: 65% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Peanut-based Proteins:** There is an opportunity for more plant-based protein products to explore peanut as an ingredient, known for its texture and nutritional value in addition to being allergy-friendly. - **Fried Plant-based Meat Alternatives:** Companies can innovate within the plant-based meat industry by creating more alternatives to traditionally fried meats to appeal to consumers across different cultures. - **Ingredient Diversity in Plant-based Products:** There is an opportunity for plant-based meat alternatives to experiment with a wider range of ingredients beyond the commonly-used soybean protein, to create products that appeal to variety of preferences worldwide. ### Sectors Adopting This - **Plant-based Food:** The plant-based food industry overall has an opportunity to explore different ingredients and new product categories to broaden its reach. - **Fast Food Chains:** Fast food chains can look into incorporating more plant-based options, particularly fried chicken alternatives, to attract customers globally looking for more sustainable options. - **Food Allergy-friendly Products:** Companies can explore plant-based products that use peanut proteins, which are known to be allergy-friendly, to cater to consumers with specific dietary needs and expand the market for plant-based alternatives. ## Related on Trend Hunter - [Inaugural Plant-Based Chicken Fillets](https://www.trendhunter.com/trends/plantaway-chickn-fillet.md) - [Frozen Plant-Based Chicken Products](https://www.trendhunter.com/trends/just-meat-chicken.md) - [Plant-Based Crumbed Chicken](https://www.trendhunter.com/trends/v2food.md) - [Pea-Based Vegan Nuggets](https://www.trendhunter.com/trends/vegan-nugget.md) - [Plant-Based Popcorn Chicken Bites](https://www.trendhunter.com/trends/plantbased-popcorn-chicken.md) - [Pea-Based Chicken Alternatives](https://www.trendhunter.com/trends/pea-wheat-plantbased-chickn.md) - [AI-Created Meatless Tenders](https://www.trendhunter.com/trends/notchicken-tenders.md) - [Microwavable Plant-Based Chicken Products](https://www.trendhunter.com/trends/daring-plant-chicken.md) - [Plant-Based Nugget Skewers](https://www.trendhunter.com/trends/nugget-on-a-stick.md)