MEAT ZERO: Thai AgFood Giant Looks To Build Leading Global Alt Meat Brand Within 5 Years

Bangkok-based Charoen Pokphand Foods Pcl (CPF) has launched a new plant-based meat brand dubbed“MEAT ZERO” with products the company claims feel, taste and look like traditional meat thanks to the help of its “Plant-tec” innovation, and plans on being among the world’s leading three alternative meat brands over the next 3-5 years.

Last year, Thailand’s largest agribusiness company CPF had announced that it would be unveiling plant-based meat substitutes in the region owing to market research that shows that more than half of metropolitan consumers in the region want to limit their meat consumption, with 45% looking to adopt a vegetarian or vegan diet.

Today the giant unveiled “MEAT ZERO”, a new vegan friendly alternative meat brand with a range of meat alternatives targeted at health-conscious consumers and will be available as a ready-to-cook product as well as in the ready-to-eat menu at U.S. chain store 7-Eleven and other outlets across Thailand.

Through this launch, CPF is aiming to become the leading alternative meat brand in Asia by 2022 and believes it can position itself amongst the world’s leading 3 alt meat firms by 2026, with the new product to be introduced not just in Asia, but across Europe and the U.S. too.

It has taken over two years to make the plant-based meat a reality, and the company partnered with experts from the U.S., Japan and Taiwan, along with food scientists from Chulalongkorn University and Mae Fah Luang University, which led to the CPF RD Center uncovering their “Plant-Tec” innovation that is able to replicate the texture, taste and smell of animal meat.

In a press release seen by Green Queen, chief executive officer of CPF, Prasit Boondoungprasert, said: “MEAT ZER0” is as tasty as real meat and consumers are barely able to tell if they are eating plants or real meats thanks to the outstanding achievement of CPF RD Center which has worked closely with the world’s leading research houses. We’re proud of this innovation and confident that our product will be warmly received by consumers in Thailand and overseas.”

Demand for meatless food options has consequently been skyrocketing. However, the options are pricey and quite difficult to find. “MEAT ZERO” is the answer. It is accessible in terms of pricing and marketing channels. We expect to achieve a billion-baht revenue within the next few years

Prasit Boondoungprasert, chief executive officer of CPF

In addition, the meat developed by CPF’s new innovation was tested in a sample group who agreed that the plant-based product was very much analogous to conventional meat.

Boondoungprasert said that the new product boasts a healthy nutritional profile, thanks to its high fiber plant-based protein, which he claims is a boon for intestine and bowel health, helps keep cholesterol levels low and is ideal for those who are looking to reduce their meat consumption. He added: “Consumers have become more health-conscious. Some opt to control food intakes while others are losing weight. Some avoid meats on birthdays. Others turn to veggie food when they can, better known as flexitarians. Demand for meatless food options has consequently been skyrocketing. However, the options are pricey and quite difficult to find. “MEAT ZERO” is the answer. It is accessible in terms of pricing and marketing channels. We expect to achieve a billion-baht revenue within the next few years.” 

MEAT ZER0” is as tasty as real meat and consumers are barely able to tell if they are eating plants or real meats thanks to the outstanding achievement of CPF RD Center which has worked closely with the world’s leading research houses

Prasit Boondoungprasert, CEO of Charoen Pokphand Foods Pcl

Furthermore, he underlined that the product is priced close to traditional meat equivalents, and given that it is ready-to-eat, it can be incorporated into plant-based bologna sausage, pork burgers, rice with stir-fried meat with basil and spaghetti with chopped meat. “All are in the price range of THB ฿35-THB ฿45 (approx. US$1.11 – 1.43). Consumers can also buy uncooked meat products like plant-based chicken nuggets, plant-based minced pork, and plant-based crispy pork, all priced at THB ฿69 (approx. US$2.19). The items will be available at 7-Eleven, Makro, Lotus, and modern trade outlets across the country. Famous actor Naphat Siangsomboon has signed on to be the first presenter of “MEAT ZERO”, and will promote the company’s “Start now to change the world” slogan. 

A recent survey found that 42% of consumers across the globe are flexitarians, highlighting international demand for alternative protein brands and CPF is poised to answer it, with plans to penetrate Asia first, with plans to distribute their products in Europe and the United States and transform themselves into a global food tech-forward company.

Read: Thailand: Homegrown Food Tech Startups Race To Meet Plant-Based Demand Surge

Lead image courtesy of CPF.