Prepare to welcome a revolutionary change in the Middle East’s culinary landscape as Europe’s fastest-growing alternative protein startup, Planted, steps into the UAE’s vibrant foodservice market in early 2024. This groundbreaking Swiss-based brand has already made waves at COP28, captivating taste buds and hearts with its purpose-driven 100% plant-based meat offerings.
Planted isn’t just about creating an alternative to meat; it’s about pioneering a movement that redefines meat consumption itself. With an unwavering commitment to sustainability, health, and taste, this innovative brand aims to shift the paradigm of meat production and consumption, inspiring a transition towards plant-based proteins. By focusing on quality, high protein content, and natural ingredients, Planted empowers meat enthusiasts to make mindful, delicious, and eco-friendly choices without compromising on taste or texture.
Founded in 2019, Planted has rapidly expanded across seven European countries, earning its place in over 6100 restaurants and more than 8700 retail outlets. Now, the brand sets its sights on the UAE, partnering with a leading Middle Eastern foodservice distributor to introduce its plant-based product range. This strategic move aims to spearhead growth in the UAE while paving the way for expansion into Saudi Arabia, Bahrain, Oman, and Jordan in the near future.
At the heart of Planted’s success lies a fusion of entrepreneurial vision and scientific expertise, driving the creation of a product portfolio that caters to evolving market needs. Utilizing proprietary structuring and fermentation technologies, Planted crafts meat from plant proteins, setting a new industry standard by using natural ingredients and eliminating additives, surpassing the quality of animal-based meat.
Transparency is key for Planted. The brand’s fully transparent production process at its headquarters in Kemptthal, Switzerland, ensures that consumers know exactly what goes into every product. Moreover, as a certified B Corporation, Planted holds itself to high standards of social and environmental performance, ensuring credibility, transparency, and accountability.
The brand made a remarkable impact at COP28, where its planted.chicken and planted.pulled products adorned the menus of renowned plant-based vegan restaurants. Collaborating with Wild & The Moon and Roots & Rolls showcased Planted’s versatility, with creations like Jack’s Bowl, Banh Mi stuffed buns, and the texture-rich Geisha sushi roll, garnering praise and enthusiasm.
In early 2024, Planted’s product portfolio will grace various sectors within the UAE’s foodservice industry, offering an array of options for hotels, restaurants, cafes, QSRs, wholesalers, entertainment venues, and independent operators in the hospitality industry.
“We are thrilled to embark on this journey in the Middle East. Our commitment to creating superior meat from plants using clean label and natural ingredients remains steadfast. Collaborating with influential brands during COP28 was gratifying, and we are eager to bring our products to the UAE market, ensuring everyone can enjoy our quality plant-based meats,” expressed Pascal Bieri, Co-Founder and Executive Board Member of Planted.
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