Archer Daniels Midland Company (ADM) is partnering with Imagine Meats, a venture backed by Bollywood celebrity couple Riteish and Genelia Deshmukh which promises to boost plant-based innovation in India. As the meatless movement breaks into the Indian market, Imagine Meats is leveraging ADM’s portfolio of protein ingredients and applications labs to create traditional Indian dishes and other popular products like kebabs, biryanis and curries. Following its rollout in India, the partnership is looking toward global expansion horizons.

“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,” Sanjay Laud, Managing Director at ADM Nutrition (India), tells.

“As awareness levels for plant-based alternatives grow, consumers are becoming more willing to explore this landscape – whether for ethical or sustainable reasons, or as a transition to a healthier diet.

The partnership is currently working with soy and pea proteins, as well as other alternative proteins, to achieve the desired taste and texture profile in their spearheaded meatless offerings. “Despite the COVID-19 pandemic, our cross-functional teams, which consist of world-class chefs, food engineers, technologists and flavorists, have been proactively engaged in developing these industry-advancing plant-based meat solutions ahead of their launch in Q4 this year,” details Laud.

“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.”

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 adds.

Taste, cost, convenience and nutrition are key pillars for success in the plant-based meat market. Consumers want reassurance that any new types of proteins, especially added proteins, can help them meet their goals of following a healthy, sustainable, diet while still allowing them to enjoy tasty, traditional meals. The importance of free-from diets can’t be ignored, and proteins that are both plant-based and allergen-free, with a healthy and natural image, will prove attractive in the market.

Bollywood-endorsed meat alternatives

Despite being long-time vegetarians, Imagine Meats founders Riteish and Genelia Deshmukh still reminisced about the taste and indulgence of meat, 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.

Plant-based revolution across Asia

Across Asia’s F&B sector, markets have seen rapid developments in alternative meats over the last year. Last month, Bühler and Tyson Foods took stake in elevating the region’s plant-based and cellular agriculture activities. The COVID-19 pandemic notably drives “the pursuit of healthy lifestyles” in the region, which comprises this burgeoning trend.

Also recently, Yum China partnered with plant-based innovator Beyond Meat to introduce the Beyond Burger as a limited-time offering at select KFC, Pizza Hut and Taco Bell locations in mainland China.

In other industry moves, Cargill expanded its chocolate footprint with the launch of its first manufacturing operation in India, while Synergy Flavors unveiled a range of coffee flavors for the Asian market in response to surging demand.

COVID-19 drove up growth in fresh fruits and vegetables, juices and nectars in China, India and Indonesia, according to a March consumer survey conducted by Innova Market Insights. Personal health, as well as the health of family and friends, are the top priorities influencing purchasing decisions across all three Asian countries, during the pandemic.

Innova Market Insights pegs the “The Plant-Based Revolution” as the second most significant trend expected to influence NPD this year, fueled by growing consumer awareness of the impact of meat consumption on personal and planetary health.