Phuture plans more tie-ups with F&B brands

There is a huge increase in market demand for plant-based food, says Yap.

PHUTURE Foods Sdn Bhd, one of Malaysia’s leading plant-based food makers, is stepping up its collaborations with prominent food and beverage (F&B) brands.

To this end, it has recently tied-up with Coffee Bean Tea Leaf and OldTown White Coffee, with more collaborations in the pipeline.

Chief executive officer and founder Jack Yap says there is a huge increase in market demand for plant-based food.

He attributes this to heightened global issues such as food security and sustainability, changing trend of consumers to veganism and a continued decline in the cost of plant-based food.

“We see this first hand as we witness greater interest from leading F&B brands here,” he tells StarBizWeek.

Yap says in the light of these successful partnerships, backed by positive sentiments as Asia-Pacific is set to experience a 200% surge by 2025 in plant-based food consumption, he is upbeat of seeing a 200% revenue growth in the region this year.

“Currently, our products are available at 800 F&B and retail outlets in South-East Asia.

“Interest in neighbouring countries is driving the expansion of our production capacity and with the current momentum, we project that our products will be available to a minimum of 2,000 outlets across the region by year-end,” he says.

At Phuture Foods, Yap says the company ensures that taste is not compromised as it meticulously reinvent the meaty experience through the science of food technology.

Phuture Foods’ unique processing technology has successfully incorporated the delicious fatty, juicy mouthfeel to its plant-based products, mimicking that of the building blocks in meat, he notes.

Yap says this is achieved through a mix of plant protein, fibre, carbohydrates, fats, natural colours and flavouring, and the use of thermal processing.

According to a Bloomberg report, the plant-based food market could make up to 7.7% of the global protein market by 2030.

Long-term adoption

It states that global restaurant chains, plant-based market leaders as well as health and sustainability benefits will drive the long-term adoption of alternative food options.

Founded in 2018 by Yap and Lim Jin Yin, Phuture Foods manufactures and supplies its range of Phuture alternative, ready-to-cook proteins such as High Fibre Chick’n, Invincible Mince, Burger Patties Super Gourmet and High Fiber Chick’n Breast Nuggets.

Commenting on the collaboration, The Coffee Bean & Tea Leaf Malaysia head of marketing and innovation Fiona Rodrigues says as a brand that has served the community in the country for the past 25 years, it understands the impact of every initiative it undertakes.

“From our ethically sourced coffee and tea to our iconic purple rice straws, every small step we take goes a long way.

“With the introduction of our plant-based breakfast set, we are thrilled to be able to make yet another positive impact in the right direction.

“At the same time, the introduction of plant-based options underlines our belief that inclusivity is key, and that there is something for everyone when you step foot into your neighbourhood The Coffee Bean & Tea Leaf cafe.”

Meanwhile, OldTown White Coffee chief development officer Deric Yeo adds that as part of providing affordable nutritious meals, it has started working with Phuture Foods and has introduced plant-based meals rich in protein and fibre to promote healthy and sustainable food choices.

OldTown White Coffee is a brand under Kopitiam Asia-Pacific.

“We offered Phuture Foods’ plant-based Chick’n Popcorn meal at the recent Blackpink concert. The positive reception from the concert-goers motivates further menu expansion for those with plant-based preferences,” he says.

Phuture Foods chief marketing officer Anabelle Co-Martinent says: “Our recent collaboration with Aiesec, an international youth-run learning organisation that provides young people with development and exposure, has made our plant-based meals available to the youth.

“We hope to increase our penetration with the next-gen through joint efforts with schools, universities and education centres.”

For its continued research and development towards the production of high-quality plant-based alternative meats, Phuture Foods has recently won recognition as a top 500 food technology company in the world by 500FoodTech.

The award recognises talents globally that make headway in food technology and sustainability. — By DALJIT DHESI