Malaysians can now enjoy plant-based meat alternatives that are rich in Southeast Asian flavours
Kuala Lumpur, 29 November 2022 – Green Rebel, Indonesia’s leading alternative-protein startup has spread its wings to Malaysia as the second market expansion outside of Indonesia and Singapore. Green Rebel offers whole-cut plant-based meat alternatives for Southeast Asian consumers in search of a healthier flexitarian diet. Green Rebel’s products are thoughtfully curated by chefs, nutritionists and food technologists to provide the optimal nutrition and taste profile while minimising carbon footprint.
Green Rebel’s products are ready-to-cook and will only take less than six minutes from fridge to table, and can last up to 12 months in the freezer, which include chicken and beef alternatives, veggie protein and cheese. This has been designed for those who lead busy schedules and live fast-paced lifestyles as it is a more convenient option that many families have started adopting in their daily meal preparations.
Helga Angelina Tjahjadi, Chief Executive Officer and Co-Founder said, “We are excited to officially launch in Malaysia as Malaysians are known as foodies who enjoy trying new products with strong flavours. Prior to officially unveiling our products today, we have held soft launches in the past months through our participation in the Malaysian Veg Fest and also through our partnership with Hijau Kuala Lumpur to see the receptiveness of our products. We are happy to report that Malaysians have been very welcoming. The feedback we’ve received has been great, especially for our signature range s.a. Beefless Rendang & Satay as the flavours hit the spot and the meat-like texture has been perfected. This is a testament to our R&D capability to create products that are delicious, healthy and sustainable. Swapping to a flexitarian lifestyle is that much easier with our ready-to-cook frozen products.”
Max Mandias, Chief Innovation Officer and Co-Founder said, “In recent years, be it for businesses or consumers, sustainability is becoming a way of life. Consumers are becoming more health and environmentally conscious and as such, we see a trend of people swapping to a flexitarian lifestyle. Our products were conceptualised to cater to the everyday consumer who wants to eat healthy, yet not compromise on taste profiles. With Rebel Texturization and Rebel Emulsion – Green Rebel’s proprietary tech – we are able to create fibrous meat texture from shiitake mushrooms and non-GMO soy, and successfully mimic the experience of eating whole-cut meat. It’s a win-win situation for consumers who want to do right by the environment yet enjoy a hearty meal.”
Green Rebel will be partnering with chef-driven local restaurants in Malaysia to create different renditions of its popular dishes such as the Beefless Rendang and Chick’n Satay as well as a wide range of other plant-based meat alternatives products. Green Rebel will be available at Hijau Kuala Lumpur, Simply Good Food, The Hungry Tapir, Crown Colony, Vicked Good, Atlas, Vegan District, and Tanoshi Mart. Take-home packs will be available for sale at selected retailers, with plans for launch into supermarkets on the horizon.
