“Planted” has launched its Swiss plant-based meats in the UAE and Middle East foodservice market.
Planted, Europe's fastest-growing alternative protein startup, has launched its Swiss plant-based meats in the UAE and Middle East foodservice market. Diners can now enjoy these products at select restaurants across the UAE, with hotel chains expected to follow soon. As a purpose-driven Swiss brand, Planted aims to revolutionize the plant-based meat industry by offering high-protein, natural, and additive-free products, making them a nutritious and sustainable choice.
Planted has established its presence in the UAE's foodservice and HoReCa (Hotel/Restaurant/Café) market and plans to expand its partnerships by the end of 2024.
The brand seeks to collaborate with various foodservice entities, including hotels, restaurants, cafes, quick-service restaurants (QSRs), and independent operators in the hospitality industry, to creatively incorporate its plant-based meats into their menus.
Current partners in the UAE include homegrown restaurant brands like Nabati and Pizza Di Rocco, as well as supermarket chains such as Grandiose Supermarket. Consumers can sample Planted's innovative products through these partners' menus. Nabati, a multi-cuisine vegan restaurant, will feature Planted's products in dishes like Chicken Caesar Salad and Chicken Alfredo. Pizza Di Rocco, an award-winning traditional Italian pizzeria, will include Planted's plant-based meat in its Vegan Tikka Pizza. Additionally, Grandiose Supermarket will offer meals like Plant-based Chicken Shawarma Wrap, Plant-based BBQ Chicken Ciabatta, Plant-based BBQ Chicken Pizza, Plant-based Kung Pau with White Rice and Plant-based Mexican Chicken with Brown Rice and Salsa, later this month.
Pascal Bieri, co-founder and executive board member of Planted, stated that their exclusive distribution partnership allows them to enter key foodservice markets in the UAE and Middle East, facilitating future expansion plans. He expressed optimism about the growth potential for plant-based proteins in the region and emphasized their goal to transform the perception, production, and consumption of meat. Bieri also highlighted their mission to encourage meat eaters to gradually switch to plant proteins without compromising on taste or usability.