May 18, 2021
CPF targets plant-based brand to become world's top 3 alternative meat brand
Charoen Pokphand Foods PLC (CPF) announced today that it has introduced "MEAT ZERO", a plant-based meat which is manufactured to feel, taste, and appear like real meat thanks to 'PLANT-TEC' innovation.
The new product, expected to appeal to health-conscious consumers, is affordable and available as ready-to-cook material and ready-to-eat menus through 7-Eleven, Makro, Lotus and modern trade outlets across Thailand.
Under the goal to attain the top alternative meat brand in Asia by 2022 and the world's top three by 2026, "MEAT ZERO" will simultaneously penetrate markets in Asia, Europe and the United States, taking advantage of CPF's customer base worldwide.
After more than two years of collaboration with renowned experts from the United States, Japan and Taiwan as well as food scientists of Chulalongkorn University and Mae Fah Luang University, CPF RD Center eventually discovered the 'PLANT-TEC' innovation that creates the perfect texture, taste, smell and feel of real meat.
Said Prasit Boondoungprasert, chief executive officer of CPF: "MEAT ZER0" is as tasty as real meat and consumers are barely able to tell if they are eating plants or real meats thanks to the outstanding achievement of CPF RD Center which has worked closely with the world's leading research houses. We're proud of this innovation and confident that our product will be warmly received by consumers in Thailand and overseas."
Added Prasit: "Consumers have become more health-conscious. Some opt to control food intake while others are losing weight. Some avoid meat on birthdays. Others turn to veggie food when they can, better known as flexitarians. Demand for meatless food options has consequently been skyrocketing. However, the options are pricey and quite difficult to find. "MEAT ZERO" is the answer. It is accessible in terms of pricing and marketing channels. We expect to achieve a billion-baht revenue (~US$32 million) within the next few years."