Catering to growing demand for plant-based food on menus


The plant-based breakfast set is available at all 145 The Coffee Bean and Tea Leaf Malaysia stores.The plant-based breakfast set is available at all 145 The Coffee Bean and Tea Leaf Malaysia stores.

Plant-based food producer Phuture Food is collaborating with prominent food and beverage (F&B) brands to offer plant-based meat alternatives.

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

According to a Bloomberg report, the plant-based food market could make up to 7.7% of the global protein market by 2030, with a value of over US$162bil (RM716bil), up from US$29.4bil (RM129.96bil) in 2020.

Phuture chief executive officer Yap said, “There is an obvious increase in market demand spurred by heightened global issues such as food security and sustainability, changing consumer trends to veganism and continued decline in the cost of plant-based foods.

“We are seeing raised interest from leading F&B brands here.”

The Coffee Bean and Tea Leaf Malaysia marketing and innovation head Fiona Rodrigues said: “The introduction of plant-based options underlines our belief that inclusivity is key.”

Kopitiam Asia Pacific chief development officer Deric Yeo, which operates the OldTown White Coffee brand, said that as part of providing affordable nutritious meals, the company has started working with Phuture and introduced plant-based meals.

“We offered Phuture’s plant-based Chick’n Popcorn meal at the recent Blackpink concert.

“The positive reception from concert-goers motivates further menu expansion for those with plant-based preferences,” said Yeo.

Yap said: “At Phuture, we ensure that taste is not compromised as we meticulously reinvent the meaty experience through food technology science.

“Phuture’s unique processing technology has successfully incorporated the delicious fatty, juicy mouthfeel to our plant-based products, mimicking that of the building blocks in meat.

“This is achieved through a mix of plant protein, fibre, carbohydrates, fats, natural colours and flavouring, and the use of thermal processing.”

For its continued research and development efforts towards the production of plant based alternative meats, Phuture Food 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.

Backed by positive sentiments as Asia-Pacific is set to experience a 200% surge by 2025 in plant-based food consumption, Yap said Phuture is confident of seeing a 200% revenue growth in 2023.

“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.

“We project that our products will be available to a minimum of 2,000 outlets across South-East Asia by the end of the year,” he said.

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