Healthiful responds to sustainable diet trends by launching “Healthiful Plant-Based Meat”, with new ready-to-cook products and alternative proteins made from splitgill mushroom and young jackfruit 

Consumers today care more about their health and sustainable diet, and they try to reduce their meat intake and opt for alternative proteins. “Healthiful”, Thailand’s first   full-scale health food and product store, is ready to offer sustainable food innovations for the future, and has recently launched “Healthiful Plant-Based Meat”, a new milestone in the plant-based food industry. For the first time, alternative proteins are made from splitgill mushroom and young jackfruit to address pain points about flavor, texture and price, to make plant-based proteins more accessible, with an aim to expand the plant-based foods market in Thailand and appeal to a wider group of consumers.

Mr Stephane Coum, CEO of Central Food Retail under Central Retail, said that Healthiful was launched as Thailand’s first health food and product store in Thailand in June 2020 under the concept of  “Better Choices for a Healthier You”. The store has been very well-received by customers, and today has expanded to 21 locations nationwide.         It is the only Thai store to be listed as  “1 of the top 50 stores you wish you could have visited in 2020” Institute Grocery Distribution (IGD), UK.  To celebrate its first anniversary, “Healthiful” has a mission to be a companion for health lovers in every age group, and continues to offer more products to provide healthier alternatives to consumers.

Food trends are changing, and consumers today care more about their health and look for healthier options that have less impact on the environment and animals’ well-being. As a result, vegetarian food is more popular and meat consumption is reduced, as consumers opt more for plant-based foods, which are now favored by health lovers, clean eaters, workout regulars and a new group called “flexitarians” who choose to mainly eat a plant-based diet but allows some meat and dairy into the meal planning. In line with this new trend, Healthiful has launched “Healthiful Plant-Based Meat”, with the first introduction of plant-based proteins made from splitgill mushroom and young jackfruit, available in three ready-to-cook options that Thai people are familiar with. These products are easy to cook and will appeal to everyone, not just health lovers. The flavor is great and can be enjoyed every day. The products will certainly attract Thai and Southeast Asian consumers. There are special promotions to celebrate the launch during June 16-29, 2021:

●        Healthiful Protein Grilled Meat 160g in the form of skewered pork, a favorite street food with more health benefits, at only 105 baht from originally 119 baht a pack.  

●        Healthiful Protein Steak 175g which can be easily cooked and turned into many dishes, at only 129 baht from originally 145 baht per pack.

●        Healthiful Protein Burger Patty 113g. Simply pair it with burger buns to enjoy a healthy and delicious burger. The price is only 85 baht per pack, from originally 95 baht.

Stephane added that Healthiful Plant-Based Meat products are based on market analysis which has found that plant-based products today can be divided into two categories: traditional (textured vegetable protein and soy protein)  and new gen (plant-based alternatives with meat-like texture and flavor). What’s interesting is that most consumers of new gen plant-based foods are in Europe and the US, and from research, it’s found that the reason by Southeast Asian consumers consume less plant-based foods than those in Europe and the US is their traditional perception of plant-based meat, which has always been linked to the food they experience in the Vegan Festival. Such foods are often made with soy and have a strong smell, so consumers prefer tofu to these plant-based meat alternatives. Another factor is their meat consumption behavior. New gen plant-based meat is popular in Western countries where beef is commonly consumed, while in Southeast Asia, consumers are more familiar with pork and chicken. Therefore, plant- based meat is not easy to be included into Southeast Asian cuisines. Another major factor is pricing, which is important to consumers in Southeast Asia. New gen plant-based products are mostly imported and quite expensive.

“Healthiful Plant-Based Meat” has been developed to address the pain points about texture, flavor and price. The products have been carefully made in every step, resulting in three ready-to-cook healthy and delicious options that Thai people are familiar with and can enjoy every day, not only during the Vegan Festival. The plant-based meat is 100% made from plant ingredients, including high-protein splitgill mushroom and young jackfruit which offers meat-like texture and also contains a lot of vitamins and minerals. The ingredients are processed with rice bran oil to give them a delicious look and juicy texture, free from an unpleasant smell of soy. The main ingredients are locally sourced in order to support Thai farmers, and high-quality splitgill mushroom is sourced from organic and sustainable bio-cycle farms in Songkhla. This has made it possible for the plant-based meat to be 50% cheaper than imported plant-based foods. Additionally, “Healthiful Plant-Based Meat” is soy-free and gluten-free, suitable for those who are allergic to soy and gluten. It is also free from MSG, preservatives and cholesterol, so consumers can be sure that they get the best nutrients while also promoting food sustainability.

“Healthiful Plant-Based Meat ” is now available at Healthiful in Tops market, Central Food Hall, and standalone shop at The Crystal Ramindra, as well as online at www.tops.co.th, Grab and Foodpanda app, and Healthiful Chat & Shop. Special! Throughout June, to celebrate the 1st anniversary of Healthiful, when purchasing 800 baht or more, get a thermal bag worth 259 baht, and when ordering 500 baht or more via  Healthiful Chat & Shop (Line & Facebook : HealthifulOfficial), enjoy free delivery nationwide via Kerry (only grocery items).

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