In the past years, meat substitutes have gained popularity in the Middle East, especially in the UAE, driven by rising consumer interest. “The quality of plant-based dining in food and beverage outlets has greatly improved in the UAE, encouraging more people to try meat-free meals,” says Prince Khaled to WIRED MIDDLE EAST . “Previously, finding good plant-based options, including Beyond Meat products, was challenging. Now, the market has responded to the demand, making these options more accessible for both home cooking and dining out.”