New Delhi: Cricketer Virat Kohli and Bollywood actor Anushka Sharma have invested in, and will endorse, plant-based meat brand Blue Tribe, adding to a growing number of celebrities investing in alternate businesses.
Blue Tribe was founded by Sandeep Singh and Nikki Arora Singh to offer alternatives for meat-based products for the Indian market. It is working on the mission to reinvent meat-consuming methods. Their products are essentially made with pea, soybean, lentils, grains and other vegetarian ingredients that mechanically extract proteins, vitamins and other nutrients. It sells plant-based chicken momos, nuggets, and sausages, among other products.
“Virat and I have always been animal lovers. It’s been years since we decided to adopt a meat-free lifestyle. The collaboration with Blue Tribe is a step to tell people how they can be more conscious and leave less impact on the planet by switching to a plant-based diet. We hope that more people would like to understand the need for it and thus, help the planet and the life in it,” Anushka Sharma said.
“At the end of the day, I’m a foodie too. I want to enjoy the kind of food I love without leaving a huge carbon footprint. I know a lot of people feel the same way. This is why I believe, if we can have a lower dependence on meat, without short changing our taste buds, there is potential for a planet-changing impact. This is where Blue Tribe is proving to be a gamechanger, striking a perfect balance between food that’s really tasty and good for the planet.” Virat Kohli added.
“Our products aim at non-vegetarian eaters who want to switch to healthier, environment-friendly products without compromising the taste of their favourite dishes. Our food experts and scientists have been successful in identifying what gives meat its unique taste and texture, and so our products will taste, look, feel and cook exactly like meat,” said Sandeep Singh, co-founder, Blue Tribe.
Mock meat has found favour among consumers with companies such as Beyond Meat in the United States offering a variety of food products. Such food typically has lower calorie and fat content and is known to be a source of protein and fibre.
The trend has seen others back plant-based meat brands too.
In 2020, Bollywood couple Genelia and Ritesh Deshmukh announced their entrepreneurial venture focussed on plant-based meat products through their company Imagine Meats.
It was earlier reported that consumer goods company ITC Ltd., is planning to launch plant-based meat products amid a growing consumer interest in the category.
Kohli is among the top-paid athletes in India. He is also an active investor backing companies in the insurance technology space, fashion as well as talent management categories.