# Meatless Middle Eastern Brands THRYVE is Introducing Consumers to the Future of Arabic Cooking By Laura McQuarrie | Published 2023-05-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/thryve-brand References: [fabnews.live](https://fabnews.live/wmhi-iffco-create-a-new-plant-based-food-brand-rooted-in-middle-eastern-culture/) & [wmh-i](https://wmh-i.com/)  THRYVE is a new plant-based food brand that’s on a mission to encourage healthier and more sustainable eating in the Arabian Peninsula, all the while honoring local cuisines and traditions. THRYVE is a new venture that shares [plant-based meat alternatives](https://www.trendhunter.com/trends/cleanbean-products) made from faba beans, an ingredient that’s culturally native to the region. Rather than forcing Western styles of eating on consumers in this region, the brand offers vibrant, [plant-based versions](https://www.trendhunter.com/trends/the-tofoo-co-product) of [Middle Eastern staples](https://www.trendhunter.com/trends/authentic-middle-eastern-products) like shawarma and kabsa. These inspiring products aim to familiarize consumers with the future of Arabic cooking. The brand’s bold and colorful essence conveys a sense of togetherness, thriving and flourishing with premium gold accents and fluid lines influenced by Arabic calligraphy. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 64% | Activity: 52% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, 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 - **Plant-based Arabic Cooking:** THRYVE is introducing consumers to healthier and sustainable plant-based Arabic cooking using culturally native ingredients. - **Middle Eastern Vegan Meat Alternatives:** THRYVE's use of faba beans to create Middle Eastern vegan meat alternatives is disrupting the traditional meat industry in the region. - **Local Cuisine Innovation:** THRYVE offers plant-based versions of traditional Middle Eastern dishes, providing an opportunity for other food brands to capitalize on local cuisine innovation. ### Sectors Adopting This - **Plant-based Food:** THRYVE is disrupting the plant-based food industry by catering to the Arabic market with locally sourced vegan meat alternatives. - **Food & Beverage Retail:** The Middle Eastern food and beverage retail industry can benefit from offering healthy and sustainable THRYVE products to an increasingly health-conscious consumer base. - **Travel & Tourism:** THRYVE's plant-based Middle Eastern cuisine can attract eco-tourists to the region, creating opportunities for restaurants and hotels to provide sustainable dining options. ## Related on Trend Hunter - [Plant-Based Protein Shawarmas](https://www.trendhunter.com/trends/redefine-meat-shawarma.md) - [Modern Arabic Food Brands](https://www.trendhunter.com/trends/modern-arabic-food-brand.md) - [Plant-Based Indian Cuisine Products](https://www.trendhunter.com/trends/blue-tribe-products.md) - [Chilled Ready-to-Eat Plant-Based Meats](https://www.trendhunter.com/trends/new-this-product.md) - [Wholesome Meatless Alternatives](https://www.trendhunter.com/trends/plant-it.md) - [Meat-Free Frozen Appetizers](https://www.trendhunter.com/trends/plantbased-frozen-appetizers.md) - [Indian Plant-Based Meat Brands](https://www.trendhunter.com/trends/plantbased-meat-brand.md) - [Plant-Based Skewer Wraps](https://www.trendhunter.com/trends/plant-based-skewer.md) - [Premium Hybrid Meats](https://www.trendhunter.com/trends/carnea.md)