Planted, which claims to be the fastest-growing alternative protein startup in Europe, is set to enter the UAE.
The Swiss startup will enter the Gulf country market in collaboration with a leading Middle East food service distributor of plant-based products.
The brand enables meat eaters to make sustainable, healthy and tasty everyday choices by focusing on the highest quality plant-based meat produced in Switzerland, with high protein content and using only natural ingredients.
The company said it hopes to spearhead a strong growth in the UAE in preparation to build a solid foundation for future regional expansion into Saudi Arabia, Bahrain, Oman, and Jordan.
“We are pleased to enter the Middle East market with an exclusive distribution partnership that will guide the introduction of our meats to a new and enthusiastic customer base initially in the UAE,” Pascal Bieri, Co-Founder and Executive Board Member of Planted said.
“We are focused on revolutionising the protein value chain by creating better meat than animals through clean label and only natural ingredients with no additives, generating the best taste and texture confirmed by top European chefs and utilising specialised in-house production,” he said.
In early 2024, Planted’s product portfolio will be introduced to a range of sectors within the UAE food service market including hotels, restaurants, cafes, QSRs, sub-distributors, wholesalers, entertainment, and many independent operators in the hospitality industry.
Plant-based delights at COP28
Planted was present at the just concluded COP28 in Dubai, with its brand’s ‘planted.chicken’ and ‘planted.pulled’ products integrated into menus from food trucks of plant-based vegan restaurants at COP28’s Blue Zone.
The food truck of Wild & The Moon – a homegrown premium plant-based, organic, ethical, casual restaurant chain, incorporated Planted’s products in its menu through the texture-rich Jack’s Bowl and the Vietnamese-inspired Banh Mi stuffed buns.
Similarly, the food truck for Roots & Rolls – Barcelona’s pioneer in 100 percent plant-based sushi, also utilised Planted’s products through its exquisitely crafted Geisha sushi roll.
“Collaborating with influential brands in the industry such as Wild & The Moon and Roots & Rolls at COP28 was a rewarding experience in seeing regional customers try our products first-hand,” Bieri said.
Founded in 2019, Planted has experienced exponential growth and is present in seven European countries: Switzerland, Germany, Austria, France, Italy, the UK and Benelux, while already being available in over 6,100 restaurants and more than 8,700 retail outlets.
The company combines proprietary structuring and fermentation technologies to produce meat from plant proteins.
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