In the changing time, when living healthy seems to be the only option to stay safe, Bollywood couple Genelia and Riteish Deshmukh have made a big move and recently announced their plans to start plant-based meat products, Imagine meats.
Plant-based meats are made entirely from plant ingredients such as pea protein and coconut oil, but replicate the taste, smell, and sizzle of animal meat.
The couple believes that Imagine Meats can lay the groundwork of similar success in India.
The idea came to the young couple Genelia and Riteish Deshmukh after seeing the diminishing condition of the planet Earth and they wish to leave behind a healthy space for the future generation.
In a statement, the couple said, “We want Imagine Meats to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts.”
According to them, it is an important step in countries like India, where meat consumption is expected to rise radically over the next decades with rising incomes.
Imagine Meats, with support and assistance from the Good Food Institute India, will bring together the best of global food science with Indian traditions and culinary excellence.
Imagine Meats has forged a partnership with leading global ingredients manufacturer Archer Daniels Midland (ADM), which allowed them to access expertise in food science, flavours, and product development across Singapore, Berlin, and the United States.
The company will launch its products through various channels in the coming months.
If you don’t know, Riteish turned vegetarian 4 years ago and today with plant-based meats around, he feels much happier and healthier.
Sanjay Laud, Managing Director at ADM Nutrition (India) feels that 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. TMM
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