Continental Coffee Launches Plant-based Meat Products ‘Continental Greenbird’
Globally, customers are becoming more aware of sustainability, environmental effect, industrial meat packing, and flexitarian diets. Plant-based meat has grown in popularity in recent years, both internationally and in India. The epidemic has accelerated expansion. Individuals are more mindful of their food intake nowadays, making the notion of a plant-based diet a new healthy trend to follow. Continental Coffee (CCL), a homegrown coffee brand, has launched its plant-based brand ‘Continental Greenbird’ in India based on industry analysis and growth potential. Continental Greenbird helps its customers to make environmentally friendly choices without sacrificing the flavour of the meat.
According to industry estimates, India’s meat replacement business is worth roughly $300 million, with consumer packaged goods driving the majority of the growth. The market is expected to reach over 3500 crores in three years*. The notion of plant-based meat stems from customers’ rising concern about environmental sustainability. Furthermore, the influence of climate change on food choices and animal welfare are driving factors in the development of plant-based meat substitutes. Plant-based meat is also healthier than traditional meat since it is devoid of cholesterol and trans fat and is non-GMO (genetically modified organism).
CCL intends to capitalise on the rising customer base seeking sustainable products while bridging the gap between meat appetites and guilt-free habits with this introduction. CCL will initially offer four plant-based meat kinds with Continental Greenbird: chicken-like nuggets, chicken-like seekh kebab, chicken-like sausage, and mutton-like keema. All of their products contain plant-based proteins sourced from green pea, chickpea, and, in the case of Keema, soya. This is done to provide a true meat-like flavour, texture, and flavour retention. CCL will now provide consumers with the same taste, feel, and texture of meat while avoiding animal suffering with Continental Greenbird.
These protein-rich plant-based products are ideal for non-vegetarian consumers looking to adopt healthier dietary choices without sacrificing the flavour and texture of meat. It’s also an excellent alternative for vegans looking to enhance their protein and fibre consumption. These products also appeal to consumers whose meat intake is banned for religious reasons, providing them with a fresh avenue for guilt-free snacking without sacrificing flavour.
Praveen Jaipuriar, Chief Executive Officer of Continental Coffee, commented on the launch of Continental Greenbird, saying, “At CCL, we envision India leading the trend towards a new generation of plant-based cuisine in Asia.” Given the increased knowledge and adoption of wellness and sustainability goods (such as Jute against plastic, wooden toothbrushes, spoons, cutlery, and paraben-free shampoo, among others), India has the potential to become one of the greatest markets for plant-based protein alternatives. This has encouraged us to enter the market and make plant-based meat a regular part of everyone’s diet. We offer delicious and healthy products made from plant protein ingredients through Continental Greenbird, enabling customers, especially those who are conscious about their dietary choices and how they impact the environment and their health, to find high-quality products that complement their sustainable lifestyle.
Sujatha Stephen, Nutritionist & Consultant Continental Greenbird, remarked on the health advantages of plant-based meat, “Adopting a plant-based diet has grown increasingly popular globally.” Plant-based meats are relatively new additions to our diet. They are high in antioxidants, fibre, iron, and folic acid, as well as proteins. Furthermore, they aid in weight control, the prevention of heart disorders, and the maintenance of healthy gut microbiota.” Sujatha Stephen remarked, “Continental Greenbird range is exquisite and mimics the same feeling as consuming meat.” For example, the flavour and texture of chicken-like nuggets are identical to those of genuine chicken. Because they are produced from green peas, chickpeas, and soya, the variety is not only delicious but also high in nutrients and protein. This diet is beneficial to both health and the environment.”
Continental Greenbird begins at Rs. 295 for 260 gm and is presently available at Grocery shops and Modern Trade outlets around Hyderabad, Pune, and Chandigarh. The product may also be bought through the company’s online portal Continental Greenbird and will soon be accessible on eCommerce platforms such as Big Basket.
