Swiss Plant-Based Meat Brand Readies for Launch in the Middle East

Swiss-based Planted, the rapidly growing alternative protein startup in Europe, is gearing up to enter the UAE market through a partnership with a prominent foodservice distributor in the Middle East. With a mission to redefine the perception, production, and consumption of meat, Planted aims to inspire a shift towards plant-based proteins. The brand emphasizes the highest quality plant-based meat produced in Switzerland, prioritizing natural ingredients, high protein content, and sustainability. Having witnessed exponential growth since its establishment in 2019, Planted operates in seven European countries and is available in numerous restaurants and retail outlets. The expansion into the Middle East, starting with the UAE, marks a strategic move for the brand, with plans for further regional growth into Saudi Arabia, Bahrain, Oman, and Jordan. Planted utilizes proprietary structuring and fermentation technologies to create meat from plant proteins, ensuring transparency in its production process. The brand, a certified B Corporation, also participated in COP28 in the UAE, where its products were featured in the menus of plant-based vegan restaurants. In early 2024, Planted's plant-based product portfolio will be introduced to various sectors within the UAE foodservice market, including hotels, restaurants, cafes, QSRs, sub-distributors, wholesalers, and entertainment establishments. Pascal Bieri, Co-Founder and Executive Board Member of Planted, expressed enthusiasm for the exclusive distribution partnership and the opportunity to revolutionize the protein value chain by offering meat alternatives that surpass traditional animal-derived options in taste, texture, and sustainability.