Plant-based meat startup – Planted – to enter Middle East in 2024

• Europe’s fastest growing alternative protein startup aims to set a new standard for the plant-based meat industry by radically changing the way meat is perceived, produced and consumed and inspiring a shift towards eating plant proteins instead of animals.
• The company combines proprietary structuring and fermentation technologies to produce meat from plant proteins.

Plant-based meat brand – Planted – is set to enter the Middle East region with the UAE as the starting block and build a solid foundation for future regional expansion into Saudi Arabia, Bahrain, Oman and Jordan.

The Swiss-based company aims to set a new standard for the plant-based meat industry by radically changing the way meat is perceived, produced and consumed and inspiring a shift towards eating plant proteins instead of animals.

Planted’s product portfolio

In early 2024, Planted’s product portfolio will be introduced to a range of sectors within the UAE foodservice market including hotels, restaurants, cafes, QSRs, sub-distributors, wholesalers, entertainment, and many independent operators in the hospitality industry.

“We are pleased to enter the Middle East market with an exclusive distribution partnership that will guide the introduction of our meats to a new and enthusiastic customer base initially in the UAE. Collaborating with influential brands in the industry such as Wild & The Moon and Roots & Rolls at COP28 was also a rewarding experience in seeing regional customers try our products first-hand,”  Pascal Bieri, Co-Founder; Executive Board Member of Planted, said.

Setting new standards

Founded in 2019, Planted has experienced exponential growth and is present in seven European countries: Switzerland, Germany, Austria, France, Italy, the UK and Benelux, while already being available in over 6,100 restaurants and more than 8,700 retail outlets.

The company combines proprietary structuring and fermentation technologies to produce meat from plant proteins.

By committing to using only natural ingredients and no additives in all its products, Planted is also setting a completely new standard in the plant-based meat category, making it a healthy and sustainable choice for all.

“We are focused on revolutionizing the protein value chain by creating better meat than animals through clean label and only natural ingredients with no additives, generating the best taste and texture confirmed by top European chefs and utilizing specialized in-house production” Bieri said.