The Russian company BioFoodLab, which produces healthy snacks, began to produce artificial meat. The first line of plant-based beef products under the Bite brand will appear in large retail chains and restaurants in the capital until the end of October. Representatives of the company told about this to Inc.
The company will bring meatballs, minced meat and cutlets to a new market for itself – BioFoodLab produced them from pea protein using its own technology, which allows you to accurately reproduce the taste and texture of marbled beef. The company conducted a study where the majority (80 percent) of the 600 respondents could not distinguish between Bite cutlets and meat cutlets.
Plant protein, according to experts, is better absorbed and contains 42 percent less fat. Representatives of the brand said that Bite artificial meat is free of gluten, glucose, synthetic flavors and GMOs. In addition, the products received a Vegan Certificate, and the raw materials for them are supplied from Europe.
In October, products made from plant-based beef will appear in Azbuka Vkusa supermarkets, Ozon and Utkonos online stores, as well as restaurants in Moscow and St. Petersburg. A package of meatballs (225 grams) will cost an average of 285 rubles, minced meat (345 grams) – 377 rubles, and cutlets (210 grams) – 310 rubles.
The head of BioFoodLab and the founder of the Bite brand, Elena Shifrina, admitted that the growing popularity of such products around the world pushed the company to produce its own vegan line. As an example, the expert cited vegetable milk, which has recently been in great demand in Russia, especially among the younger generation. Shifrina noted that BioFoodLab plans to expand its range of vegan products – by 2022 it will release a plant-based beef steak, and by 2024 it will add alternatives to chicken, pork and crab meat.
The trend for artificial meat has spread to well-known fast food chains. In early October, Burger King announced the imminent appearance of soy protein nuggets on the menu. With the new dish, the restaurant hopes to attract more customers and save money on the purchase of traditional meat.