Bangkok-headquartered Charoen Pokphand Foods (CPF) has launched Meat Zero, featuring faux meat products made from plants and manufactured to feel, taste, and appear like real meat. The new offering is expected to appeal to health-conscious consumers, is affordable and available as ready-to-cook material and ready-to-eat menu items through 7-Eleven, Makro, Lotus and retail outlets across Thailand.
Under the goal to attain the top alternative meat brand in Asia within 2022 and achieve a top 3 ranking globally by 2026, the plan is to simultaneously penetrate markets with Meat Zero in Asia, Europe and the United States, taking advantage of CPF’s customer base worldwide. The agro-industrial company’s extensive product line includes value-added frozen ready meals as well as poultry, seafood and other products, while the Meat Zero line will range from uncooked faux chicken nuggets and minced pork to ready-to-eat plant-based bologna sausage, pork burger, rice with stir-fried meat with basil, and spaghetti with chopped meat.
Advanced Innovation
It is estimated that vegans and flexitarians account for approximately 29% of the global population, and as plant-based meats are gaining popularity around the world, CPF has been inspired to dedicate major support in researching and developing alternative meats for more than two years. In collaboration with experts from the USA, Japan and Taiwan as well as food scientists of Chulalongkorn University and Mae Fah Luang University in Thailand, CPF RD Center has pioneered the Plant-Tec innovation that the company says “creates the perfect texture, taste, smell and feel of real meat.”
Prasit Boondoungprasert, chief executive officer of CPF, said that the success is echoed by a sample group’s confirmation that Meat Zero delivers the texture and taste of animal meat. It is as tasty as real meat and consumers are barely able to tell if they are eating plants or real meats thanks to the outstanding achievement of our RD Center which has worked closely with the world’s leading research houses. We’re proud of this innovation and confident that our product will be warmly received by consumers in Thailand and overseas,” stated Prasit.
Meat Zero contains features high fiber plant-based protein, which promotes healthy food digestion and is low cholesterol while also appealing to consumers who are cutting down on red meat consumption. As such, it is a recommended option for various consumer groups.
“People have become more health-conscious. Some opt to control food intake while others want to lose weight. Some avoid meats on birthdays. Others, better known as flexitarians, turn to veggie food when they can,” said Prasit. “Demand for meatless food options has consequently been skyrocketing. However, the options are pricey and quite difficult to find. Meat Zero is the answer. It is accessible in terms of pricing and marketing channels. We expect to achieve a billion-baht revenue within the next few years.”
