Actors Genelia and Riteish Deshmukh have ventured into the world of entrepreneurship with their latest project, Imagine Meats, a plant-based meat foods company. The couple, who turned vegan three years ago, is embracing the growing trend of plant-based foods that replicate the taste and aroma of animal meat while being entirely made from plant ingredients like pea protein and coconut oil.
Expressing their vision for Imagine Meats, Genelia stated that witnessing the innovations in the global food industry inspired them to create delicious and planet-friendly food choices. They aim to offer the taste of meat without the environmental and public health impacts, aligning with their commitment to making the world a kinder and safer place for future generations.
The couple has partnered with Archer Daniels Midland (ADM), a US-based global ingredients manufacturer, and the Good Foods Institute to develop products under the Imagine Meats brand. Their upcoming offerings include plant-based kebabs, biryanis, curries, and various other products to cater to diverse tastes.
Riteish, who used to be a devoted meat eater, turned vegetarian four years ago. He expressed how plant-based meats have made him a happier vegetarian, providing the taste and indulgence he occasionally craved without compromising his dietary choices.
The global popularity of plant-based meat is attributed to its numerous benefits, including its potential to reduce heart risks. The Deshmukh’s believe that India, with its agricultural biodiversity and skilled workforce, can play a vital role in supporting the growth of the plant-based meat sector globally.
With Imagine Meats, Genelia and Riteish Deshmukh hope to contribute to a sustainable and healthier future while offering delectable food options for everyone to enjoy.
