Haldiram’s restaurant chain has launched plant-based KeemaPao and Keema Samosas by partnering with plant-based food company BVeg Foods.
Haldiram, a leading manufacturer of namkeens, sweets, western snacks and ready-to-eat food ranges is currently entering the plant protein segment, which marks a new landmark for the company as well as for the plant protein ecosystem. This launch made by Haldiram’s and BVeg Foods with support received from the expert non-profit Good Food Institute (GFI) India underscores further mass market momentum in the rapidly growing plant-based foods category.
The KeemaPao and Keema Samosa form a part of the winter special menu 2021 offerings across all 80 restaurants spread out in northern India. The food items which are being made with the goodness of plant protein and fresh vegetables are a retake on classic Indian favourites – lip smacking delicious flavours but without the guilt.
The company plans to launch its products through more channels in the coming months post this exciting launch and consumers can expect to see a lot more of the varied product creations and partnerships in the coming days. This launch is yet another significant milestone in the rapidly growing plant-based food industry in India and another feather in the cap for the company after their recent success with convenience store chain 24 Seven.
Commenting on the launch, Akanksha and Prateek Ghai, founders, BVeg Foods, said, “Haldiram’s has always been a family favorite with a long heritage of catering to every age group – from the eldest in the family to the youngest. It gives us immense joy to associate with such a pioneering brand and together we believe we can bring protein to the center of the plate along with a smile to a lot of faces. Our product development and innovation teams have joined hands and gone all out to ensure the products resonate with consumers’ all-time favorites at Haldiram’s and we look forward to receiving the feedback of the people.”
Research by The Good Food Institute India shows that the ‘smart protein’ industry is gaining momentum, with over $3 billion invested in 2020 globally and 2021, proving to be a breakout moment for Indian companies.
Expressing his delight, Varun Deshpande, Managing Director, GFI India, said, “2021 is proving that India is an exciting market for next-generation, tasty, and protein-rich plant-based foods, particularly in a post-pandemic era. Indian palates are ready for delectable foods which happen to be vastly superior for planetary and public health. The plant-based foods and particularly plant-based meat sector in India are taking off – at the Good Food Institute India, we’ve worked for 4 years to lay the groundwork of entrepreneurial, scientific, and policy momentum which is coming to fruition in the form of dozens of launches as we speak across the length and breadth of the country.”
“Today, we’re delighted to share with you a particularly exciting launch – BVeg Foods, a manufacturing company set up with GFI India support and focused on providing capacity for the entire industry to produce next-generation plant-based foods, is launching with iconic Indian QSR and packaged foods brand Haldiram’s! Plant-based Keema Pao and Keema Samosa are being rolled out across 80 Haldiram’s locations in North India. The launch marks the first time an Indian QSR has forayed into plant-based meats and is a marker of progress in the industry. Cherished brands like Haldiram’s can truly scale that impact to the true mass market – we commend BVeg Foods and Haldiram’s for this partnership, taking the category to the mass market and driving this opportunity. We hope to see many more plant-based offerings on the menu in the future,” he added.