Green Monday Launches OmniMeat In Japan As Plant-Based Takes Off Across Asia

OmniMeat, the flagship plant-based pork mince product developed under Hong Kong-based Green Monday’s food tech arm OmniFoods, has just launched in Japan. It will be available across eight outlets and chains across the country, as well as via foodservice in a number of restaurants, in yet another expansion of Green Monday’s global presence amid surging plant-based demand. 

OmniMeat has entered the Japanese consumer market for the first time, after initially rolling out bulk 1 kilogram packages of the plant-based pork analogue in May last year. The new retail-sized product will be available at eight supermarkets across the country, including in Japan’s first plant-based convenience store or kombini, Vegan Store, selected locations of Kodawariya, Karuna (かるなぁ), Organic Plaza (オーガニックプラザ), Alishan Organic Centre (アリサン・オーガニックセンター), among others, priced at ¥590 (US$5.52) per 230-gram package. 

OmniMeat, also known as OmniPork, first launched in Hong Kong in 2018 and is made using non-GMO soybeans, pea protein, rice and shiitake mushrooms. Green Monday has since launched its flagship analogue in more than 10 countries globally, most recently across the U.K. via an initial foodservice roll out, and in Shanghai and Singapore, where the group has launched physical retail outlets of its grocery chain Green Common. 

While the launch of OmniMeat in Japan has been slightly delayed due to the pandemic, we are thrilled to finally introduce our exciting plant-based protein products to Japan.

David Yeung, Founder & CEO, Green Monday

The OmniFoods brand has also lately become known for its groundbreaking vegan “Spam” alternative OmniPork Luncheon, which has won the startup a long-term partnership with fast food giant McDonald’s in its home city in Hong Kong, shortly after it announced its record-breaking US$70 million funding round. 

Commenting on its latest expansion to Japan, which comes just a week after a citywide 7-Eleven partnership in Hong Kong, founder and CEO of Green Monday, David Yeung, said in a statement sent to Green Queen Media: “While the launch of OmniMeat in Japan has been slightly delayed due to the pandemic, we are thrilled to finally introduce our exciting plant-based protein products to Japan.”

“We believe many people will be excited to try Omni gyoza, musubi and katsu, as OmniMeat works so well with Japanese food and Asian cuisines in general,” Yeung added. 

In addition to offering retail packages, Green Monday has also partnered with a number of foodservice businesses to launch OmniMeat dishes at a number of restaurants across Japan. Some of the plant-based dishes that Japanese customers can expect to try include OmniMeat ramen at Saido, OmniMeat spaghetti bolognese at the Florentina at Grand Hyatt Tokyo, and OmniMeat mapo tofu at Alishan Café.

We believe many people will be excited to try Omni gyoza, musubi and katsu, as OmniMeat works so well with Japanese food and Asian cuisines in general.

David Yeung, Founder & CEO, Green Monday

The launch comes amid a flurry of new vegan offerings popping up across Japan, as consumers in the country, like many around the world, continue to turn to healthier, sustainable and safer plant-based alternatives. 

Some of the latest restaurants and brands who have expanded their plant-based portfolio include iconic ramen chain Ippudo, who has debuted an all-vegan tonkotsu ramen dish, retail giant Muji’s four new meatless meat alternatives, and the new green-coloured vegan burger unveiled at Mos Burger.

All images courtesy of Green Monday.