On Friday, 10 September 2021 Riteish and Genelia Deshmukh’s have just launched Imagine Meats. The vegan meat brand will be available online and in retail locations across the city. Imagine Meats launch timing was made to coincide with Ganesh Chaturthi, said by Riteish. “Riteish and I have nurtured a dream for over 3 years to work towards food categories that are beneficial for the animals, the people, and our planet,” Genelia Deshmukh said.
Imagine Meats was forged from Deshmukh’s desire to build the earth a safe planet for their children. They want to bring together the best of global food science with Indian culinary traditions and flavor. The vegan meat includes a variety of ranges such as plant-based chicken, kebabs, mutton, and keemas- a diverse selection focused on catering to every carving. The brand’s range will be available for consumers through its direct-to-direct consumer website and e-commerce platforms like Nature’s Basket, as well as in Reliance Retail outlets in Mumbai. The whole team worked tirelessly to craft the most authentic delicates to cater to Indian and International palates.
The Solution to Meat Carvings
Riteish Deshmukh said “As I loved to eat meat, I know very well that millions of people like me are looking for food choices that satisfy their meat cravings. We spent years looking for the perfect fix until we decide to make it ourselves – and we have worked for over 2 years to make this a reality. With our wide variety of plant-based meats, we want to enable every consumer to Imagine Meat,”. Genelia Deshmukh said, “Imagine Meat is our labor of love, providing an opportunity to people to upgrade their meat and eat without guilt in their values. After many months of forecasting, we are happy to launch in Mumbai. We look forward to bring delicious vegans meat to every plate!”
In simple words, plant-based meat is meat made from plants. It is specially designed to look like, taste like conventional meat. Vegan meat can be launched in the market in different forms such as a burger patty, nuggets, or even crumbles and sausages. These veg-based alternatives are shaking up the meat industry.
Plant-based meats offer non-vegetarians a simple switch which is far better for the environments in terms of water, land, and energy use. They also reduced the amount of greenhouse gas emissions. Vegan diets are safe for public health because it does not increase the risk of zoonotic diseases such as swine flu and avian flu.
The sales of plant-based meat rise to 26 percent in the last year alone. The more money it makes, the more restaurants want to put it on their menu. This year, the plant-based market increased with vegetarians alternatives like Impossible Burger and Beyond Meat. Impossible is also working to develop plant-based meat-like fishless fish and plant-based steak to launch in the market, while beyond is additionally working to develop a steakless steak recipe.
The company will launch its products through additional channels in the coming months. Consumers can expect different dishes from the company and partnerships in the near future.
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