ITC is going to launch a host of plant-based meat products, in expectation of the increasing demand for meat substitutes and vegan meals in India.
The company is the first conventional consumer company to enter this segment in the country even as Nestle, Unilever, Kellogg’s, and Cargill have globally launched products for consumers conscious about health, animal welfare, and the environment.
The largest players in this segment globally are start-ups such as Beyond Meat and Impossible Foods Inc. To begin with, ITC is launching plant-based burger patties and nuggets, which mimic the taste of chicken and are the two largest non-vegetarian frozen food categories.
Globally, McDonald’s has a plant-based burger called “McPlant,” co-developed with Beyond Meat. ITC will initially sell these products through e-commerce and large retail chains in the top eight cities and to institutional customers such as hotels and restaurants.