Betagro Public Company Limited, a leading integrated food company in Thailand, is expanding its plant-based portfolio with the introduction of bold, spicy vegetarian dishes under its Meatly! brand for this year’s J Festival. This strategic move targets health-conscious consumers seeking delicious, sustainable, and diverse food choices. The company is also stepping up efforts to grow its foodservices client base.
To mark this J Festival, the Meatly! brand is launching new vegetarian dishes, made from high-quality plant-based ingredients and inspired by the concept of “Taste the Thrill: A J Festival for Your Senses.” The new initiatives bring bold flavors and meat-like textures, redefining plant-based dishes with exciting, spicy experiences, including:
- Plant-Based Larb with Rice: Isan-style spicy minced plant-based meat, rich in bold flavors.
- Khao Kua Kling with Plant-Based Minced Meat: Southern Thai dish featuring spicy dry-fried curry with plant-based minced meat that is richly seasoned with bold spices and herbs.
- Stir-Fried Thai Chili Ramen with Plant-Based Pork Belly: Thai and Japanese fusion, featuring a stir-fried ramen in Thai chilli paste sauce.
- In addition, the Plant-Based Shrimp Cake appetizer features a crispy exterior and a chewy interior, delivering an authentic mimic shrimp flavor.
Somsak Boonlarp, President of Thailand Food Business Group at Betagro said: Meatly! products have earned strong customer satisfaction since their inception. Last year, sales surged by 154%, and distribution through the foodservices channel expanded by 30% in the first eight months of this year. Our focus will be on advancing product development to create a more viable and diverse array of wholesome vegetarian or plant-based dishes. This will enable restaurants to differentiate themselves and effectively cater to the evolving demands of today’s consumers.
While economic challenges have slowed the global plant-based market, Thailand’s plant-based market continues to show a promising growth. This is largely driven by the rising influence of next-generation consumers who value health, sustainability, and animal welfare. According to the Trade Policy and Strategy Office, the Ministry of Commerce, Thailand’s plant-based market is projected to reach a value of 49,500 million baht this year, a 10% growth compared to the previous year.
At present, Meatly! brand offers a portfolio of 19 plant-based menu items, distributed nationwide through key modern trade, wholesale, and foodservices channels. This initiative aims to provide a premium plant-based dining experiences with a diverse selection of flavorful and nutritious dishes, promoting the well-being of health-minded consumers.
Symbol: BTG