Coffee chain Tata Starbucks has partnered with local plant-based food company Imagine Meats to serve vegan food in key cities, adding to the growing number of restaurant chains expanding their meat-based offerings. of plants in the country.
Under the partnership, Starbucks is selling vegan sausage croissant rolls, vegan hummus kebab wraps and vegan croissant rolls in Mumbai, Delhi, Hyderabad, Bangalore, Gurugram, Jaipur, Goa, Kolkata, Noida and Pune.
Imagine Meats is backed by Bollywood celebrity couple Genelia and Ritesh Deshmukh, who launched the plant-based meat food business in 2020.
Sushant Dash, CEO of Tata Starbucks, said the market for these products in India, although still small, is estimated at ₹200 to 300 crore. For the coffee chain which has more than 270 outlets in India, the addition of plant-based alternatives aims to meet the diverse needs of consumers. “It’s about giving consumers choice and meeting the needs of the growing segment,” Dash said in an interview.
Plant-based meat has found favor with consumers looking for alternatives to meat.
India has also seen an increase in the number of companies offering such products, and restaurants are experimenting with such offers. In 2020, Jubilant FoodWorks Ltd, which operates the Domino’s pizza chain in India, launched a vegetable protein pizza that it claimed was 100% vegetarian with the sensory properties of chicken.
Certainly, in several key markets such as China, Canada and the United States, Starbucks has partnered with Beyond Meat to introduce plant-based offerings. In 2020, Starbucks China partnered with Beyond Meat as part of the latter’s entry into the Chinese mainland.
For Starbucks, expanding vegan menus globally is one way the company is pursuing its goal of reducing its carbon footprint by 50%, he said. The new vegan menu offers more options for customers, in addition to Starbucks’ existing beverage customization options with plant-based dairy alternatives such as almond, oat and soy.