Nestlé India has collaborated with restaurant chains SOCIAL and BOSS Burger to launch a test phase for MAGGI Professional’s plant-based product range. This lineup includes a burger patty and alternatives to traditional meat-based mince, now featured in The New Irresistible Menu. The menu is available for a limited three-month period at 42 SOCIAL and 40 BOSS Burger outlets across Delhi (NCR), Mumbai, Bengaluru, Pune, Dehradun, and Chandigarh, starting January 27, 2024.
Designed for culinary professionals, the plant-based collection mimics the sensory qualities of chicken, delivering a recognizable bounce and juiciness. These alternatives are abundant in protein and fiber, and naturally devoid of cholesterol, appealing to the tastes of a youthful demographic with international cultural influences and conscientious consumption habits.
SOCIAL’s new menu showcases plant-based offerings such as the Sensational Seekh #NotGuilty; Chilli #NotChicken; and Garden Club Sandwich.
BOSS Burger’s new menu includes options like The ImBOSSible Cheeseburger and the Crumb De La Avo Burger.
Expressing joy in the collaborations, Suresh Narayanan, the chairman and managing director of Nestlé India, underscored the company’s dedication to offering a wide array of food choices for consumers.
“We are confident that the chefs would enjoy cooking with this range and create novel dishes for their consumers,” he said.
Riyaaz Amlani, the founder and managing director of Impresario Entertainment and Hospitality Pvt. Ltd., characterized the partnership as a noteworthy stride towards a dining approach that is more sustainable, conscious, and innovative.
Starting January 27th, 2024, patrons can enjoy The New Irresistible Menu at designated SOCIAL outlets and conveniently place orders for delivery through BOSS Burger using DotPe, Swiggy, and Zomato.
As per a Good Food Institute (GFI) report, the rapidly growing smart protein industry in India is expected to experience significant expansion, reaching an estimated value of USD 4.2 billion by 2030. The surge is driven by the involvement of more than 113 startups, actively contributing to the growth of plant-based, fermentation, and cultivated proteins within the sector.
Continue Exploring: The Good Food Institute India unveils first comprehensive report on India’s $4.2 Billion smart protein sector
India’s entry into the smart protein industry holds significance not only at a national level but also aligns with the global trends set in motion by the FMCG giant.
In December 2023, Nestlé introduced Maggi Soya Chunks on a global scale, presenting a plant-based meat alternative specifically designed for Central and West Africa. Crafted from soy, the product aims to address the issue of protein deficiency, providing an affordable option fortified with essential elements like iron and zinc.
Continue Exploring: Nestlé tackles protein gap with affordable, plant-based Maggi Soya Chunks
Céline Worth, R&D program manager for affordable nutrition at Nestlé, emphasized the company’s dedication to providing economical and nutritious products while addressing the protein gap with the use of plant-based ingredients.
Additionally, in December, Nestlé’s Garden Gourmet reintroduced Voie Gras, its foie gras alternative, for a limited time in Belgium, Spain, and The Netherlands.
The animal-friendly alternative was originally introduced in Spain and Switzerland in 2022.
Marjolijn Niggebrugge, European business head of plant-based meal solutions at Nestlé, said, “Voie Gras is a great-tasting seasonal option to delight consumers who continue to look for plant-based alternatives while paying attention to the environment and animal welfare.”
Continue Exploring: GFI India study unveils popular choices in plant-based foods: Chicken seekh kabab and soy milk lead the pack in consumer trials