Betagro Public Company Limited (SET: BTG), Thailand’s leading integrated food company, through “Betagro Ventures,” introduces a merit-full and healthy innovation for the “Vegetarian Festival 2024” with “Meatly!” The menu features “Plant-based Fried Egg,” crafted from high-protein quality tofu for the egg white, combined with carrot and pumpkin for the yolk. It is launched alongside the “Plant-based Crispy Meat Thai Red Curry and Plant-based Fried Egg with Rice, Vegetarian Recipe,” catering to those who love rice dishes with plant-based fried eggs. The plant-based vegetarian menu is set to serve merit- and health-conscious individuals of all lifestyles, aiming to expand the young consumer base and achieve 200% sales growth for the year.
Ms. Voralun Taepaisitpongse, Meatly! Founder in Residence of Betagro Public Company Limited (BTG), revealed that the Vegetarian Festival is an ideal time for everyone to practice precepts, make merit, purify their minds, and abstain from meat. This year, the vegetarian trend is expected to be more vibrant than last year, due to the government’s “Trend Meatless Month – Future Food” project in October, which broadens the festival’s image and attracts foreign tourists. However, the context of the Vegetarian Festival is undergoing interesting changes. Driven by faster-paced lifestyles, heightened health consciousness, global food trends, and the younger generation’s spiritual beliefs, vegetarianism has grown beyond just eating vegetables. It has evolved into a new experience with ready-to-eat plant-based vegetarian meals made from 100% plant-based ingredients that are healthy, delicious, convenient, and cater to merit-makers.
Meatly! recognizes the growing trend of ready-to-eat plant-based vegetarian meals, with demand increasing each year. As a leader in innovative plant-based protein products, Meatly! is dedicated to developing new vegetarian menus while ensuring quality and safety at every stage of production. This allows consumers to enjoy delicious, healthy vegetarian meals regardless of their lifestyle. With flavors that appeal to Thai tastes and affordable prices, Meatly! is set to provide a unique experience for the Vegetarian Festival from October 3-11.
The highlight is the latest innovation, the ‘Plant-based Fried Egg,’ which is rich in protein and cholesterol-free. The egg white is made from high-quality, high-protein tofu, while the yolk is crafted from carrots and pumpkins, offering vibrant colors and a delicious taste with high nutritional value. This product is paired with the ‘Plant-based Crispy Meat Thai Red Curry and Plant-based Fried Egg with Rice,’ featuring hot steamed rice served with stir-fried crispy plant-based meat in red curry. The dish offers a savory flavor with a slightly salty and sweet taste, complemented by the fragrant aroma of curry, all priced at just 69 baht.
Additionally, Meatly! offers a variety of plant-based vegetarian menus for merit- and health-conscious consumers, including the ‘Thai Style Green Curry Plant-based Meat with Rice’ which won the innovation award at THAIFEX – Anuga Taste Innovation Show 2024. Customers can choose from three groups of menus:
- Ready-to-Eat International Vegetarian Menus: Plant-based Italian Style Spaghetti Bolognese, Korean Style Plant-based Bulgogi Steak with Rice, and Spicy Stir Fried Japanese Style Karamiso Ramen with Plant-based Steak, priced at 89 baht.
- Plant-based Crispy Meat with Rice Menus: Basil Stir-Fried Plant-Based Crispy Meat with Rice, Stir-Fried Chinese Kale and Plant-based Crispy Meat with Rice, and Chili and Salt Stir-Fried Plant-based Crispy Meat with Rice, priced at 59 baht.
- Ready-to-Cook Menus: Plant-based Crispy Meat, priced at 99 baht.
Meatly! products are available at leading stores nationwide, including Tops, BigC, Gourmet Market, Villa Market, Betagro Deli, Betagro Shop, and online platforms such as Meatly! Shopee Shop, Meatly! Tiktok Shop, and various renowned restaurant partners.
“I believe that Meatly!’s diverse plant-based menus and the innovative ‘Plant-Based Fried Egg’ will inspire more young consumers to embrace vegetarianism and expand our customer base among adults. We aim for a 200% growth in annual sales compared to the previous year,” said Ms. Voralun.
