The US-based plant based meat substitute brand ‘Beyond Meat’ will now be available in the three
metropolitan cities through ecommerce site – Urban Platter

Vegans rejoice! Beyond meat is now available in three metropolitan cities of India, Mumbai, Delhi and Bangalore. The products will be available on popular ecommerce store, Urban Platter and will also soon expand to other retailers including Food hall and Nature’s Basket.

Chirag Kenia, the Founder of Urban Platter said, “The availability of Beyond Meat fits perfectly into our mission of bringing a diverse variety of sustainable, plant based products to Indian consumers. We’re excited to see how our customers enjoy these products alongside our other offerings.”

Chirag Kenia

Beyond Meat is a Los Angeles-based producer of plant-based meat substitutes that was founded in 2009 by Ethan Brown. The company’s initial products were launched in the United States in 2012. The company has various product offerings that emulate beef, ground meat, meatballs, pork sausages and many more.

These products are vegan and completely plant based. Beyond Meat sources proteins, fats, minerals, flavors and colors, and carbohydrates from plant-based sources like peas, beans, potatoes and brown rice. Beyond Meat also doesn’t have any GMO’s; genetically modified organisms. Plant based meats have fewer calories and are lower in saturated fats too.

Plant based meats appear to have the same texture, color, aroma and taste like conventional animal meat. These meats can be made from chickpeas, lentils, legumes, tofu, jackfruit, quinoa etc. The texture of meat can be achieved through a lot of ways. For example, legume starches are used to get the crispiness and crunch; and leghemoglobin that is found in the roots of soy plants is used to achieve juiciness and aroma similar to meat.

Last year, a Stanford Medicine study commissioned by Beyond Meat found that participants who ate plant-based meat substitutes instead of animal meat saw a significant reduction in TMAO and bad LDL cholesterol levels, both of which are associated with higher risk of various cardiovascular diseases. A survey by the Good Food Institute in 2019 found that 63% of Indians were willing to replace meat with plant-based options. That’s a relatively big market in a country of over a billion people.

However, the price for plant based meat remains higher than regular meat. With the growing trend of plant based meat, the global market for meat substitutes is expected to rise up to $4.36 billion by 2028 according to a study by Polaris Market Research.

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