A long time ago, people had such thoughts about the future of diet——
One day, they gathered good friends from all over the world and put on a big banquet. When the guests and friends were full, they introduced the table full of "Chinese style" dishes with the mysterious smile of the East:
This is Jiangsu and Zhejiang braised pork, this is Sichuan small crispy pork, this is Changsha stinky tofu, this is spicy crayfish, this is northeast skewers, there are also dumplings, wontons, dumplings, rice noodles, moon cakes…
▲ Picture from: "Returning Pearls and Gege"
When people are surprised by the richness and diversity of Chinese cuisine, the plot is reversed:
However, these dishes are all the same thing-plant meat.
This idea is actually no longer the future.
The "plant-based Chinese dishes" mentioned above are all available now .
There are more and more Chinese dishes made from plant meat
In recent years, in fact, it has become obvious that there are more and more plant meat products in the shops around me.
The original plant meat players such as Impossible Foods and Beyond Meat originated in North America, but 2020 can be said to be the first year of China’s plant meat .
This year, major fast food brands have launched new plant-based meat products non-stop.
From McDonald’s "Creation of Thick Breakfast Meat", KFC’s Meatless "Tender Beef Five Recipes", to Hey Tea’s "Future Meat Cheeseburger", Starbucks’ "New Good Meat Japanese Curry Bowl", major convenience stores Here, you can even see vegetable meatballs and vegetable meat noodles.
The plant meat companies behind them: Green Monday, Week Zero, Beyond Meat, etc., are also getting more and more attention from consumers .
▲ Green Common and McDonald's co-created “Planting Thick Breakfast Meat''
Although Western countries still eat the most meat per capita in the world, middle-income countries with large populations such as China are also driving the growth of global meat consumers .
Therefore, China has become a battleground for various plant meat brands, and if you want to occupy the stomach of the Chinese people, the road to localization is indispensable .
Green Monday can be said to be one of the industry leaders. They have previously cooperated with McDonald's and Starbucks. This company founded in Hong Kong has a natural geographical advantage for the localization of plant meat in China.
▲OmniPork's new shredded pork launched by Green Monday
They first focused on making plant-based pork products. Green Monday told Ai Fan'er that the way of cooking pork in China is very different from that of the West, and they are very particular about it, and Chinese and Asian cuisines vary greatly .
A kind of pork, from slices, shreds, minced meat, etc., can make hundreds of Chinese foods, and the Chinese food culture is even more extensive and profound.
Therefore, Green Monday launched OmniPork's new meal meat specially developed for the Chinese and Asian markets. It can not only be used as a side dish for cooking, but also extends a large number of localized foods, such as steamed buns, crystal dumplings, fried rice noodles with pork and pumpkin, and even Three-color lotus leaf rice with Cantonese restaurant flavor.
▲ Three-color lotus leaf rice
Another domestic plant-based meat brand with the most financing, Week Zero , is also doing well in localization.
They can be said to be the most well-known vegetable meat brand in China, and the number of joint names has reached more than 100.
Among the most widely discussed, there are collaborations with popular brands such as Guimanlong, Hongli Village, Dasi Luke, Super Wenheyou, etc. They have launched vegetable meat skewers, vegetable meat stinky tofu, plum dried vegetables and dried pork noodles, etc. Food with Chinese characteristics.
Recently, the "Huahua Zero Sense Package" sold by Weekly Retail has officially opened their way to C-end consumers.
Among these "Chinese style" plant meat foods, daily, lightweight foods such as dumplings, buns, and meatballs are most favored by plant meat brands.
Naturally, other plant meat giants and new-found brands do not want to be disadvantaged.
Beyond Meat launched pork spring rolls, pork mapo tofu last year, Nestlé’s Zhijia delicacies, and Unilever’s "Zhizhuo Meatsmith" and Bifiai’s Zhiai. They all launched moon cakes, meat sausages, Zongzi and many other Chinese style foods.
▲Nestlé/Jiazhi Food-Plant Meat Food Combination Pack
This is a "victorious pursuit" of global plant meat brands.
From north to south, these plant-based meat brands are actively exploring various types of food and snacks in China to spread the blueprint of plant-based meat in the country .
"Chinese style" plant meat is not bad, but not many people buy it
When these plant meats are getting closer to our daily diet , coupled with the rise of environmental protection, health, and trendy consumption concepts, more and more people are willing to buy early adopters.
For all people who have never tasted plant meat, the first reaction is almost always:
Does it taste the same as real meat?
▲Plant meat products of starfield
In the comment areas of major shopping platforms and lifestyle platforms, there is no shortage of praise from people saying that they are "similar to real meat", "tasty but not greasy", "meat tastes delicious" and "suitable for weight loss."
The familiarity and closeness of the "Chinese style" food to people also contributes to its praise.
However, it can also be seen that some bad reviews are mainly concentrated on: "lack of meaty flavor", "single sensuality", "not enough quantity" and "price is high".
We also bought and tried the new Huahua Zero Sense Bag launched by Weekly Zero.
This steamed bun is divided into four flavors: rattan pepper, horseshoe shepherd's purse, honey sauce, tom yum goong, and cheese pumpkin. We called four friends to try the four kinds of steamed buns.
As a result, Unity believes that the barbecued pork bun is the best, and the cheese pumpkin bun is the most unpalatable.
The former can best reflect the meaty taste and sensuality, and the meat is very full, with gravy overflowing in one bite. It tastes no different from real meat buns, not as greasy as real meat buns; while the latter is a weird combination, sticky texture, and not sweet enough. The milk taste is not strong, and the meat taste is hardly tasted.
The other two types of steamed buns have expressed their opinions, and they are all in the middle of the taste ranking.
Tom yum goong is filled with meat balls just like char siu buns. Those who like it think it has a "special taste and wonderful combination". Those who don't like this bun also don't like to eat tom yum goong.
The rattan pepper and water chestnut buns are generally considered to be similar to the buns, with a hint of Sichuan spicy flavor. From time to time, you can eat small firm meat balls, which have a crisp and refreshing taste.
In fact, these "Chinese style" plant-based meat products are all different ways to play with plant-based meat. Whether it tastes good or not, it depends on how the whole is matched and seasoned.
So apart from the influence of other food combinations, the taste of plant meat itself is actually beyond expectations.
The three key factors that usually affect people's purchase of plant-based meat products are whether they are delicious enough, whether they are cheaper, and whether they are really healthy.
In addition to delicious food, other factors will determine whether people will continue to consume for this, and it is related to whether plant-based meat products can really be popularized.
In fact, whether it is Chinese dishes made from various types of plant meat on the Internet, or plant meat products launched by major fast food brands and convenience stores, they have promoted the popularization, dailyization and daily life of plant meat in China .
In the past two years, plant-based meat products have become more and more popular, and the topic has become more and more popular. According to a report on China’s plant-based meat market by Date 100 last year , 77% of domestic consumers have heard of plant-based meat.
The concept of plant meat is no longer a niche cognition.
▲ Star Guan Xiaotong eats plant-meat dumplings live, causing heated discussion
Of course, hearing about plant meat does not mean that people will place orders for it.
McDonald’s and KFC’s plant-based meat products have already gone offline. In the flagship stores of well-known plant-based meat brands, there are few single products with monthly sales exceeding 1,000, many of which are only three-digit numbers.
The previous "filter" surrounding plant meat has not been completely removed in the hearts of the public-
Is plant meat delicious? Is plant meat expensive? Is plant meat healthy?
Can plant meat be able to break the previous filter?
With the update and iteration of plant meat technology and products, in fact, the taste of plant meat has been greatly improved .
It’s not a problem to use fakes or fakes, but in the various cooking methods of Chinese cuisine, as well as the taste brought by simulating different parts of meat and even internal organs, plant meat still has room for improvement.
In terms of price , when plant meat first emerged a few years ago, the price was half more expensive than real meat, because its production and R&D costs were very high, but it has actually changed a bit now.
▲ Picture from: Zongzi launched by Green Common
Green Monday told Ai Fan'er that as their production scale has been expanding, the price has also dropped. In May of this year, it was announced that the price of new pork was reduced by 22%, which is very close to the price of real pork.
Weekly Zero also tried to lower the price. The burgers in cooperation with Hey Tea and Dicos are only between 15-25 yuan, which is comparable to real meat burgers.
However, as far as the official channels of some plant-based meat brands are concerned, the price of some plant-based foods is almost the same as real meat. However, "Chinese style" steamed buns, dumplings and other foods still cost about 3-5 yuan each. Very high .
▲ Zhi Ai Plant Meat Food
But as Green Monday said, lower prices also require a process:
In the future, as the production cost of plant meat becomes more efficient, we hope to lower the price in more markets.
In terms of health, the benefits of plant-based meat products are beyond doubt .
For example, low-calorie, low-fat , closely following the focus of contemporary young people's concerns, and zero cholesterol, zero antibiotics, no hormones, etc., vegan protein formula can also provide high-quality amino acids.
Many fitness people have also begun to pay attention to plant meat, but the fitness blogger @im Huoge of Station B said to Ai Faner:
Fitness meals should be high-protein + low-fat. At present, the large-scale commercialization of plant-based artificial meat on the market mainly contains plant protein. The nature of animal protein is different from real meat. It is suitable for vegetarians, people with three highs or the general public. It is still good, but it is not suitable for long-term fitness meals.
▲ Picture from: Week Zero
Compared with real meat, plant-based meat products are not perfect. The trace elements that people add when eating real meat, such as iron, zinc, vitamin B12, etc. , are still inferior to real meat.
It can only be said that plant meat and real meat have their own strengths in terms of health .
In addition to the above three points, in fact, since the introduction of plant meat, although most people have heard of plant meat, the accuracy of cognition is not enough .
According to the Date 100 survey, only 40% of consumers have the correct perception. Many people think it is vegetarian chicken, dried tofu, yuba, etc., such as the beef with mushrooms in your childhood memories.
However, the production technology and taste of plant meat are very different from those of vegetarian meat.
▲Picture from: Weekly Zero-Planting Senyou Series
In addition, Green Monday also pointed out that the challenge that plant meat has always faced is mainly that people don't have much idea about green diet, although it is good for people's health and the environment .
Moreover, because diet is very close to people's lives and involves social and cultural factors, changing people's eating habits can be said to be one of the most difficult things.
Zhouling continues to co-brand with new consumer brands and communicate and interact with young people. It is a good way to create a "plant-based lifestyle". Green Monday and more plant-based meat brands continue to try localized products to make plant-based meat in the most familiar form. Appearance is also a good way.
Green Monday is also continuing to create new forms of products. Recently, it has just launched a new seafood product, OmniSeafood, and also revealed to Ai Faner that it plans to open an offline store of Green Common in Guangzhou at the end of this year, which will allow people to most directly Go to the scene to experience the new plant meat.
▲ Green Common 绿客门. Picture from: Green Monday
As many domestic and foreign plant meat brands enter the Chinese market, the plant meat industry will eventually flourish here. With more and more choices in the market, more consumers will turn green eating into the new normal.
The concern other direction meat plant – animal-based artificial meat, but also in research and rapid technological breakthroughs in the.
Therefore, it is only a matter of time before breaking the previous filter .
In the long run, plant meat will sooner or later become one of the popular and daily choices, which can be seen everywhere and easily available in our lives.
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