Bollywood couple Genelia and Riteish Deshmukh have announced they will be launching Imagine Meats, a plant-based meat company in India.
Bollywood couple Genelia and Riteish Deshmukh are set to launch a new plant-based meat venture called Imagine Meats, with the help of The Good Food Institute (GFI) and Archer Daniels Midland (ADM).
In an interview with the Indian Express, the actor couple revealed they had started the company for those who still crave meat when going plant-based. The actress said once she and her husband turned vegan, they realised they missed the taste of meat than the meat itself. But when they went to the Good Food Conference in the USA, both of them were “amazed” by how the world was already producing alternative meats that had the same taste as its animal counterpart.
Let’s MEAT soon!! @ImagineMeats pic.twitter.com/SEEEcUXUeK
— Riteish Deshmukh (@Riteishd) July 20, 2020
While Deshmukh said they are remaining “tight-lipped” about what products they will be launching, he revealed that four to six products will be launched in phases. The foods will also cater to Indian cuisine, which will include dishes like seekh kebab, chicken tikka, and lamb and chicken keema (lamb and chicken mince).
Genelia also told the Economic Times: “I have always been focused on the kind of planet we are leaving behind for our children. Seeing first-hand the innovation underway in the global food industry, Riteish and I were encouraged to take this big step and bring to you delicious foods which are so much better for the planet.
“We want Imagine Meats to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts.”
According to the company, working with ADM will help Imagine Meats get access to expertise in food science, flavours and product development. In contrast, GFI will help bring together “the best of global food science with Indian traditions and culinary excellence”.
