Suresh Raju says veganism is becoming more popular among consumers for health and ethical reason
Fitday.in, a nutraceutical start-up creating quite the buzz since it entered the market in 2020, has launched plant-based meat in India, and the US$180 billion artificial meat global market.
The global market for plant-based meat was estimated at US$5.06 billion in 2021. It is predicted to increase at a CAGR of 19.3% between 2022 and 2030.
The market is likely driven by increasing consumer interest in plant-based diets and heightened awareness of animal rights through various animal welfare organizations.
Talking about the plans, the founder, Suresh Raju said on 14 June 2022, “Veganism is becoming more popular among consumers for health and ethical reasons, while vegetarian ingredients are becoming more popular among customers who want to prevent animal cruelty and consume sustainable food. Since India closely follows the US trends, we expect similar growth for plant-based meats in India.”
Drived from plants, the meat is manufactured to taste, look and feel like traditional meat from animal products. Plant-based meat is increasingly becoming a feature of the vegan diet, in which people live a vegetarian lifestyle free of animal products.
In terms of calories alone, plant-based meat is better than animal-based meat. Vegans are not the primary consumers of plant-based meats. The imitation meat craze appears to be driven by a rising number of health-conscious and ethically aware people who choose to be vegetarian or vegan.
“Vegetarians, vegans, and persons who follow religious or cultural dietary prohibitions are increasingly turning to plant-based meats,” he said.
“Non-vegetarians and flexitarians wanting to lessen the environmental impact of meat production have expanded their appeal due to the global desire for sustainable diets. Because meat substitutes often mimic the texture, flavour, look, and chemical features of specific varieties of meat, it is also consumed by some converts to fulfil their meat cravings,” explained Raju.
What is unique about Fitday®VeganMeat is that it is curated with the Indian palate and cuisine in mind. This imitation meat is made from soy and natural ingredients and may be used in various recipes.
It can be used as fillings, pizza toppings and gravy additions in any cuisine. Dishes like VeganMeat biryani, spaghetti, sandwiches, dosa and momos, may be made using this plant-based meat.
Also, unlike other similar offerings in the market, Fitday®VeganMeat is not a frozen product. fiinews.com
