Bollywood couple Genelia and Riteish Deshmukh have recently announced their plans to start plant-based meat products, Imagine meats. Plant-based meat refers to meats that are made purely from plant extracts but replicate the taste, smell, and sizzle of animal meat.
The couple has initiated this change with a purpose to safeguard the environment and leave behind a healthy planet for future generations. They believe that Imagine Meats can lay the foundation of change in India.
In a statement the couple said, “We want Imagine Meats to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts.”
Riteish believes that it is an important step in countries like India, where meat consumption is high and is expected to rise in the coming years too.
According to media reports, Imagine Meats along the Good Food Institute India, will bring together the best of food science with Indian traditions and culinary excellence to make it a success.
Also, Imagine Meats is working in partnership with leading global ingredients manufacturer Archer Daniels Midland (ADM), which will further help them in accessing expertise in food science, flavours, and product development across Singapore, Berlin, and the United States.
The company will launch their products through various channels in the coming months.