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Australian leader in vegan meat v2food has forged a number of new partnerships with local food companies in China to expand its reach into the country. By collaborating with two brands as well as a major food content and recipe platform, diners nationwide will now be able to get their hands on steamed buns, noodles and ready meals including alternatives to v2food plant-based meat.
V2food has doubled its focus on the Chinese market, launching three new partnerships to expand its offer to Chinese consumers and reach new segments in the country. Two major Chinese food manufacturers are on board, including steamed bun giant Shuhui and ready-made meals maker Dong Chi, as well as China’s leading food content service platform Duoguo.
Vegan meat buns and noodles
In the first two collaborations with food producers, v2food’s soy-based vegan meat will be featured in a range of dishes, many of which are plant-based versions of local classics. These include vegan buns and meatballs, as well as ready-to-cook Chinese dishes.
Sydney-based food tech, which first entered the Chinese market in June, said it had adapted its v2mince product to be a pork-like iteration to meet local tastes. Western-style dishes will also be on offer, including plant-based lasagna and sausage rolls, which will be available through Food Vending.
V2food says leveraging the two brands’ vast network will be a major part of educating consumers about its plant-based meat products, with Shuhui having 30,000 distribution points nationwide and Dong Chi currently serving 200,000 customers per month.
Sharing more information on its expansion into China, Cyrus Pan, v2food’s general manager for China, said the food technology had “worked closely with Chinese butchers and chefs to develop a bespoke, delicious-tasting pork. , designed for the Chinese palette “.
“V2 is the perfect choice for local partners looking to diversify their consumer offerings with a tasty plant-based alternative while staying true to culturally relevant cuisine,” added Pan.
Digital approach: partnership with a revenue platform
In addition to collaborating with national food players, v2food has adopted a digital approach by partnering with Duoguo, the leading food content service platform in China. It’s a move designed to keep pace with China’s mobile app-driven economy.
Duoguo has 62 million monthly active users and 400 million downloads so far. V2food plans to reach new “curious consumers” in China by uploading recipes featuring their range of plant-based meats, many of which will be inspired by Asian cuisine.
“We are committed to bringing delicious, crop-friendly plant protein options to consumers around the world, and our new partnerships are an exciting platform to further connect with Chinese consumers and strengthen our global competitiveness,” said Nick Hazell, founder of v2food. and CEO.
“China is the biggest consumer of meat in the world, so it’s a very important market for us. We share the ambition of our new partners to build a better food future while paying tribute to the rich Chinese heritage of Asian cuisine, ”he added.
Other international food techs have also taken online approaches to reach Chinese consumers, including Beyond Meat, which landed on JD.com earlier this year to sell its vegan pork analogue suitable for the market. Eat Just, which sells its famous JUST mung bean egg on JD.com and Tmall, even created its own app for Chinese consumers visiting its Shanghai herbal cooking studio.
Long-term projects for China
For the future, the Australian vegan meat pioneer wants to gain a foothold in China, given the huge market opportunity to be created. The country represents one of the fastest growing markets for alternative proteins, with some reports estimating demand growth of 200% over the next five years.
V2food says it will forge more partnerships, with a focus on fast food, restaurant and catering players, as well as online and offline retail channels.
The latest news comes just months after the company pocketed A $ 72 million (US $ 54 million) in a Series B Plus round, which attracted a number of top Asian investors, including the fund. Chinese Huaxing Growth Capital and ABC World Asia based in Singapore.
Besides China, v2food has also strengthened its footprint in Asia, including Thailand, the Philippines, Japan and South Korea, where its flagship vegan patties are used to make Burger King’s plant-based Whoppers.
All images are courtesy of v2food.