July 31, 2020
Archer Daniels Midland Company (ADM) is partnering with Imagine Meats, a venture backed by Bollywood celebrity couple Genelia and Riteish Deshmukh offering to boost plant-based innovation in India.
As the meatless crusade enters Indian market, Imagine Meats is influencing ADM’s portfolio of protein ingredients and applications labs to create traditional Indian cuisines and other popular dishes and snacks like kebabs, biryanis and curries. After the launch in India, the partnership is looking forward for global expansion.
“Although 70 percent of the population in India is still non-vegetarian, the country’s meat industry is facing increasing competition from plant-based solutions. In line with the global trend, consumers are opting for meat alternatives as sustainable and healthy choices. As such, India is poised for a major shift in terms of plant-based meat alternatives,” said Sanjay Laud, Managing Director at ADM Nutrition (India).
With growing awareness for plant-based alternatives, consumers are willing to explore this section of food either for a change, fun, ethical reason or sustainable reasons, or just a transition to a healthier food option.
The joint venture is currently working with soy and pea proteins and other alternative proteins, to accomplish the desired taste and texture result in their meatless alternatives. “Despite the COVID-19 pandemic, our cross-functional teams, which consist of world-class chefs, food engineers, technologists and flavourists, have been proactively engaged in developing these industry-advancing plant-based meat solutions ahead of their launch in Q4 this year. The opportunities are vast given the exploding and ever-changing landscape and the popularity of both Indian cuisine and plant-based products elsewhere in the world,” ,” informed Laud.
“The initial focus for Imagine Meats is to develop a strong footprint in India and to then, eventually, look at other markets such as the US, Canada, UK and UAE”, Laud added.
Perfect taste, cost-effective, buying convenience and proper nutrition are key pillars for the success in the plant-based meat market. Consumers wants constant assurance that any new types of proteins, especially added proteins, can help them meet their goals of following a healthy and sustainable diet while still allowing them to enjoy their regular tasty and traditional meals.
Though being vegetarians for long-time, Imagine Meats founders Genelia and Riteish Deshmukh still recollected the taste and indulgence of meat eating, which inspired them to create healthy, ethical, nutrient-dense and flavorsome plant-based Indian cuisine that “mimicked every aspect of an animal-based recipe.”
The couple’s aspiration for Imagine Meats is for it “to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts.”
“These smart protein products are the ideal way to cater to today’s conscious consumers, who are increasingly looking to balance the idea of craving meat with eating a planet-friendly diet. ADM’s extensive expertise and complete range of plant protein solutions from raw materials to expertly crafted ingredients mean we are uniquely placed to address this evolving landscape. We are proud to be a partner in the launch of Imagine Meats, and in building the sector in the country along with the Good Food Institute India,” concludes Laud.