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Green Rebel Beefless Steak at Abuba
Image credit: Green Rebel

Brief: Indonesia’s Green Rebel unveils ‘Asia’s first’ plant-based whole cuts

June 16, 2021

Disclosure: AgFunder (our parent company) has invested in Green Rebel through the GROW Impact Accelerator.

  • Green Rebel has released what it claims are Asia’s first plant-based protein products that imitate whole-muscle cuts of meat.
  • The Jakarta-based startup says its Beefless Steak and Chick’n Steak, which are being sold by restaurant partners in Indonesia including Abuba and Pepper Lunch, are “the first whole-cut, plant-based steaks in Asia.” The faux-beef is made from shiitake mushroom, while the chicken alternative is based on soy protein.
  • The two products contain “0% cholesterol, lower saturated fat, and higher fiber compared to [animal-derived] beef and chicken steak,” according to the startup.

Why it matters:

Formerly named Green Butcher, Green Rebel was launched last year by CEO Helga Angelina Tjahjadi and chief innovation officer Max Mandias. The pair are also co-founders of vegan food and beverage chain Burgreens, which opened its doors in 2013.

The Unovis-backed startup already offers a range of plant-based products “tailored to the tastes of Southeast Asia,” including Chick’n Satay and Beefless Rendang – some of which are sold in partnership with Starbucks.

Green Rebel said its Beefless Steak and Chick’n Steak will be sold by Burgreens and other partner restaurant chains at the same, or lower, price points as similar animal-derived menu items. Both products will become available to retail consumers between now and the end of next month.

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