Thai food giant seeks to become Asia’s top brand for artificial meat

Thailand’s food giant Charoen Pokphand Foods (CPF) has created a new brand for plant-made meat called “Meat Zero” with the goal to become Asia’s top supplier of so-called “alt meat” (alternative meat) and rise to the the world’s top three producers by 2026.

Artificial or alternative meat or meat analogue is predominantly made from plant protein, oil and water in a complex process to meet or at least approximate certain qualities of real meat such as texture and flavor and chemical characteristics of specific types of meat. Most of the alt meat if soy-based or gluten-based, while some is made from pea protein or mycoprotein which can be found in mushrooms.

CPF has set itself an ambitious goals of making Meat Zero the top alt meat brand in Asia by 2022 and one of the world’s top three by 2026, competing with early starters such as Beyond Meat or Impossible Food, both from the US.

Roll-out in Thai 7-Eleven stores

In a first step, plans are for CPF that it will offer ready-to-cook and ready-to-eat products consisting of artificial meat at 7-Eleven outlets across Thailand. Later on, the group will start marketing the products in Asian, European and US markets.

The demand for plant-based meat in China and Thailand alone is expected to increase by 200 per cent over the next five years, and CPF is not the only Thai animal meat producer to look towards plant-based, as the world’s largest tuna brand Thai Union is launching vegan seafood products and NR Instant Produce is also working on alt meat variations.

Bangkok-based CPF said it has been developing its plant-based products for over two years at a dedicated research and development center with the help of experts from around the world and two universities. The company insists that alt meat was “as tasty as real meat” and that consumers were “barely able to tell” whether they were eating plants or real meat.



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Thailand’s food giant Charoen Pokphand Foods (CPF) has created a new brand for plant-made meat called “Meat Zero” with the goal to become Asia’s top supplier of so-called “alt meat” (alternative meat) and rise to the the world’s top three producers by 2026. Artificial or alternative meat or meat analogue is predominantly made from plant protein, oil and water in a complex process to meet or at least approximate certain qualities of real meat such as texture and flavor and chemical characteristics of specific types of meat. Most of the alt meat if soy-based or gluten-based, while some is made...

Thailand’s food giant Charoen Pokphand Foods (CPF) has created a new brand for plant-made meat called “Meat Zero” with the goal to become Asia’s top supplier of so-called “alt meat” (alternative meat) and rise to the the world’s top three producers by 2026.

Artificial or alternative meat or meat analogue is predominantly made from plant protein, oil and water in a complex process to meet or at least approximate certain qualities of real meat such as texture and flavor and chemical characteristics of specific types of meat. Most of the alt meat if soy-based or gluten-based, while some is made from pea protein or mycoprotein which can be found in mushrooms.

CPF has set itself an ambitious goals of making Meat Zero the top alt meat brand in Asia by 2022 and one of the world’s top three by 2026, competing with early starters such as Beyond Meat or Impossible Food, both from the US.

Roll-out in Thai 7-Eleven stores

In a first step, plans are for CPF that it will offer ready-to-cook and ready-to-eat products consisting of artificial meat at 7-Eleven outlets across Thailand. Later on, the group will start marketing the products in Asian, European and US markets.

The demand for plant-based meat in China and Thailand alone is expected to increase by 200 per cent over the next five years, and CPF is not the only Thai animal meat producer to look towards plant-based, as the world’s largest tuna brand Thai Union is launching vegan seafood products and NR Instant Produce is also working on alt meat variations.

Bangkok-based CPF said it has been developing its plant-based products for over two years at a dedicated research and development center with the help of experts from around the world and two universities. The company insists that alt meat was “as tasty as real meat” and that consumers were “barely able to tell” whether they were eating plants or real meat.



Support ASEAN news

Investvine has been a consistent voice in ASEAN news for more than a decade. From breaking news to exclusive interviews with key ASEAN leaders, we have brought you factual and engaging reports – the stories that matter, free of charge.

Like many news organisations, we are striving to survive in an age of reduced advertising and biased journalism. Our mission is to rise above today’s challenges and chart tomorrow’s world with clear, dependable reporting.

Support us now with a donation of your choosing. Your contribution will help us shine a light on important ASEAN stories, reach more people and lift the manifold voices of this dynamic, influential region.

$
Personal Info

Donation Total: $10.00

 

 

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