Published on March 27, 2024, 4:31 am

Title: Nutriasia Partners With Indonesian Startup Green Rebel To Expand Plant-Based Options In The Philippines

NutriAsia brings in Indonesian startup Green Rebel

HOW can Filipinos be encouraged to stick to plant-based or healthy diets? Two things: make plant-based options delicious and accessible.

If we’re going by Indonesian brand Green Rebel’s cooking demonstration, those requirements are being fulfilled in the Philippines. Instead of flavorless alternatives typically made for Western palates, Southeast Asian delights like rendang, Korean barbecue, and Thai green curry are now on the market.

And rightfully so, given that the global vegan food market was valued at $26.16 billion in 2021 and is projected to grow to $61.35 billion by 2028, according to Fortune Business Insights.

“It may have started in the Western countries, but here there are vegans, vegetarians, flexitarians. It’s also a vast-growing market among young ones,” said Mario B. Mendoza, Jr., NutriAsia’s business development head.

During an event on March 20 at Apartment 1B in Bonifacio Global City, the condiments manufacturer and distributor officially launched their partnership with plant-based food startup Green Rebel.

Max Mandias, a co-founder of Green Rebel, kicked off their expansion in the Philippines by demonstrating how to prepare two of their latest ready-to-cook offerings: the Indonesian rendang curry and the Korean-style barbecue.

The fibrous texture of the soy-and-mushroom mix, imitating the chewy and juicy quality of meat impressed the media that attended the launch. In the rendang, it was able to capture the flavors of the iconic dish, whereas the barbecue slices were soft and tender yet filling.

Mr. Mandias explained that Green Rebel’s cooking technology aims for food “that can blend well with any sauce, a crucial element in many Asian cuisines.”

In terms of partnership, he mentioned: “NutriAsia is more expert on Filipino flavors and sauces while we have expertise in creating plant-based alternatives.” A Filipino dish like adobo or kare-kare or sisig will eventually be added to the ready-to-cook options.

Green Rebel products have 50% less saturated fat, 30% fewer calories, and zero cholesterol compared to traditional meat products. As demonstrated during testing by chefs at Apartment 1B offering plant-based burgers for tasting – found tasty and similar to the real thing.

“We’ve built an innovation pipeline with NutriAsia to gradually launch products into the market,” Mr. Mandias stated during the meal. “They’ve selected seven to eight products that will work well in Philippines.”

He added that beef slices were chosen as they could be used in local tapa dishes indicating diversity beyond just burgers and chicken variations.

Mr. Mendoza mentioned after launch his perspective on distributing (and investing) in Green Rebel as part of NutriAsia’s strategy to expand their portfolio further towards accommodating changing consumer preferences.

“This is part of our ongoing thrust from side plate towards center plate offering; which also aligns with sustainability efforts.”

While thankful for stability brought during pandemic from condiment sales Mr. Mendoza emphasized it’s time for growth tapping into both vegan and non-vegan markets aiming for larger market share through introducing new center-of-plate offerings.

Green Rebel’s shelf-stable products including Indonesian Rendang Curry…


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