CP Foods Singapore Launches MEAT ZERO, Thailand’s Best Selling Plant-Based Brand With Over 4 Million Packs Sold Since Its Launch

SINGAPORE – Media
OutReach – 29 November 2021 – Around the world,
the trend of becoming flexitarian — people who consume vegetarian meals once or
twice a week — is rising. According to Euromonitor International’s report
entitled “Voice of the Consumer: Health and Nutritional Survey (fielded
January/February 2021)”, 23% of global consumers want to reduce their meat
consumption and 16% are aiming for a plant-based diet. This has in turn spurred
demand for meatless food options. While there are already meatless options in
the market, most of them are pricey. MEAT ZERO‘s plant-based meat range, which
comprises four products and two ready-to-eat meals, fills this gap.

“The future looks bright for meatless meals, with the number of vegans,
vegetarians and flexitarians altogether constituting about 29% of the global
population,” says Mr Prasit Boondoungprasert, Chief Executive Officer of CP Foods.
“MEAT ZERO’s affordable price point will make this lifestyle more accessible to
those who are looking to adopt a sustainable diet. The incredible taste will
also convert sceptics.”

It took more than three years to produce the plant-based meat products and
2,000 experiments helmed by hundreds of researchers and teams from CPF Food
Research and Development Centre. MEAT ZERO partnered with Fuji Oil from
Japan, a world-class plant-based products company, as well as  experts from the U.S and Taiwan to develop
Plant-Tec innovation. The innovation makes plant-based ingredients taste just
like meat.

Traditionally, low-moisture extrusion is used to texturise protein into
meat analogue. For MEAT ZERO future product development, the high-moisture meat
analogue process is used to texturise vegetable proteins into a product with a
fibrous texture akin to animal meat. The appearances, mouthfeel and texture of
the products are similar to those of real meat. They are of equal nutritional
value. High-fibre, non-GMO soy — which keeps cholesterol levels in check — as
well as pea, wheat and corn, are the key ingredients.

The MEAT ZERO range includes the following items:

*Promotion price applies to
selected retailers.

CP’s MEAT ZERO will be
available at Cold Storage, NTUC FairPrice, FairPrice Online, RedMart, Amazon,
Caltex, SPC and Sinopac Petrol Kiosks.