Plant-based start-up targets chefs with foodservice launch
London-based start-up [MOCK] has launched its complete range of 'chef-quality' plant-based lamb and chicken alternatives into the food service sector.
The range, which has been created to target professional chefs and food service operators, includes [MOCK]’s triple battered Chicken Fillet Burger, Popcorn and Drumstick products. Meanwhile, [MOCK]’s lamb and chicken pieces can be used to replace conventional meat in a variety of dishes, providing chefs with flexibility.
“Our purpose is to help more people eat less meat, and to enjoy their food,” said Pappudu (Pop) Sriram, [MOCK] CEO. “Substituting animal protein with plant-based alternatives is one of the most achievable and impactful changes our society can make to improve planet health. While 40% of the UK population have turned to either vegan/vegetarian or flexitarian (meat reducer) diets and frequently add plant-based meat into their meals, over half of the population still needs convincing. Therefore, we all have a lot of work to do.
“Ultimately, one of the main reasons stopping these consumers from swapping out, is the lack of quality options that match up to the taste and texture of conventional meat. Solving this problem has been the driving force behind our innovation and product development strategy."
Harpreet Gill, [MOCK]'s Founder added: “Offering chefs and foodservice operators’ greater versatility and better quality plant-based meat options will provide the catalyst for increased menu listings which leads to higher consumer awareness and adoption. Similarly, consumers want to enjoy their favourite dishes without having to compromise their dining experience. Ultimately, consumers will transition when better quality products and diverse menu choices are made available.
“Every menu listing is precious real estate, and we want to earn the right for that place. Products that deliver great results and satisfy consumers will help drive repeat purchases, justify menu listings and enable more people to eat less meat.”
