Bollywood celebrity couple enter Indian alternative meat segment

Bollywood actor couple Riteish and Genelia Deshmukh have forayed into the plant-based meat segment with the launch of their new venture, called Imagine Meats.

For their new venture, the celebrity couple collaborated with global ingredients manufacturer Archer Daniels Midland (ADM) and Good Foods Institute.

Imagine Meats co-founder Genelia Deshmukh was quoted by VeganFirst as saying: “As a mother, and as a citizen of India and the world, I have always been focused on the kind of planet we are leaving behind for our children.

“Seeing firsthand the innovation underway in the global food industry, Riteish and I were encouraged to take this big step and bring to you delicious foods which are so much better for the planet.

“We want Imagine Meats to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts – just as it will be for our own family. It is our mission to make the world kinder and safer for our children, and this is a great start.”

The plant-based meat products are said to offer similar taste, texture and nutrient value as that of real meat.

The products will also reportedly be created in line with Indian traditions and tastebuds and available through multiple retail channels.

Reports also suggest that the company is also planning to launch plant-based biryanis, kebabs and curries in the coming months.

ADM Nutrition India managing director Sanjay Laud was quoted by VeganFirst as saying: “ADM Nutrition India is excited to be on board with this major initiative.

“These 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. ADM’s extensive expertise and complete range of plant protein solutions from raw materials to expertly crafted ingredients mean we are uniquely placed to address this evolving landscape.”