As the plant-based market continues to expand, Haofood is leading the industry with the launch of its vegan chicken made from peanut protein. The Shanghai-based brand is focusing on "fried chicken" since Asia is responsible for almost 40% of global chicken consumption, with most consumers preferring fried chicken.
Haofood opted for peanut protein in its plant-based chicken since the ingredient is high in protein and fiber, contains zero cholesterol, and is also a source of vitamins and minerals. In addition, the ingredient proved to provide a better texture for Asian consumers. Astrid Prajogo, the CEO and founder of Haofood commented on this notion, stating: "Until now, plant-based meat has been based on soybean. The taste and texture reminded them of tofu. In China, we eat tofu everyday... Our main goal was to have a product [completely different] from the tofu meat experience."
Peanut Protein Vegan Chicken
Haofood Leverages Peanut Proteins for Its New Plant-Based Chicken
Trend Themes
1. Peanut-based Proteins - There is an opportunity for more plant-based protein products to explore peanut as an ingredient, known for its texture and nutritional value in addition to being allergy-friendly.
2. Fried Plant-based Meat Alternatives - Companies can innovate within the plant-based meat industry by creating more alternatives to traditionally fried meats to appeal to consumers across different cultures.
3. Ingredient Diversity in Plant-based Products - There is an opportunity for plant-based meat alternatives to experiment with a wider range of ingredients beyond the commonly-used soybean protein, to create products that appeal to variety of preferences worldwide.
Industry Implications
1. Plant-based Food - The plant-based food industry overall has an opportunity to explore different ingredients and new product categories to broaden its reach.
2. Fast Food Chains - Fast food chains can look into incorporating more plant-based options, particularly fried chicken alternatives, to attract customers globally looking for more sustainable options.
3. Food Allergy-friendly Products - Companies can explore plant-based products that use peanut proteins, which are known to be allergy-friendly, to cater to consumers with specific dietary needs and expand the market for plant-based alternatives.