Magnit intends to launch the production of vegetable meat
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Ruslan Ismailov, deputy general director of the retailer Magnit, said that the chain is considering launching its own production of vegetable meat. Mr. Ismailov explained that the retailer sees alternative food products as “possibilities of tomorrow” that determine consumer habits.
Plant-based meat is a high-protein product that uses soy, peas, wheat, and sometimes potatoes or mushroom mycelium. It is based on natural plant protein, and due to functional ingredients, manufacturers manage to bring the taste of the resulting product closer to animal meat.
“We are really thinking about creating our own production of plant-based meat. Again – not because it is fashionable, but because we see in this the possibilities of tomorrow, which today are already beginning to somehow manifest themselves in the minds of consumers and demand … Probably, we still need to develop communication, convey to the consumer ( information.— “b”) about the properties, tasks that alternative food products solve,” Ruslan Ismailov said at the Innofood forum (quote from Interfax).
He mentioned another “alternative” item from the assortment of Magnit – vegetable milk. The retailer sells more than 700,000 liters of herbal drink every month, and its sales are growing by 7-10% every month.
On September 15, Azbuka Vkusa began to independently produce vegetable meat. The chain intends to display “meatless meat” products on the same shelf as meat of animal origin; the product from the new Azbuka line is based on pea protein.
About the phenomenon of vegetable meat – in the material “b-Style” “What is vegetable protein, and what it is eaten with”.
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