Meet the new meat: The Vegetarian Butcher comes to Singapore
9 December 2020 – This December, meat-eaters and flexitarians will have another reason to rejoice: Unilever Food Solutions (UFS) is bringing internationally renowned meat-substitute brand The Vegetarian Butcher to our sunny shores.
Made for meat lovers by meat lovers, The Vegetarian Butcher’s high-quality, accessible and versatile plant-based meat alternatives are sure to suit a wide range of consumers – perfect for whether you’re looking for a more sustainable lifestyle or simply to get some gains!
The Vegetarian Butcher’s arrival also proves timely as Singapore currently leads the Asian market in terms of plant-based food consumption, with two in five Singaporeans currently embracing a flexitarian diet and are consuming less meat and the country being the second most vegan-friendly city in Asia.
On its decision to break into the Singaporean market, Managing Director, UFS, Singapore and Malaysia, Ivan Lu says, “At UFS, we’ve always been keen on supporting chefs in kitchens around the world with our delicious and easy-to-use products, as well as inspiring them with our range of delectable recipes. Launching The Vegetarian Butcher in Singapore allows chefs to do exactly this while marrying the mouthwatering flavours of the country’s many local cuisines together with the benefits of plant-based meat alternatives.”
Made for meat lovers by meat lovers
Jaap Korteweg is a ninth-generation farmer and founder of The Vegetarian Butcher. As a meat-lover, he craved for the taste and texture of meat when he decided to go vegetarian. He therefore became the first butcher who didn’t want to use an animal.
Supported by culinary experts and top chefs, he crafted each product to be tasty, juicy and as nutritious as possible. Soy, lupine, and vegetables grown on Dutch soil are the star ingredients in The Vegetarian Butcher’s products.
Not only does this free animals from the food chain, but it also makes for a smaller carbon footprint when compared to traditional meat farming. Today, his new meat is sold in over 30 countries and at 20,000 retail outlets across the world.
Sink your teeth into The Vegetarian Butcher in Singapore
Sharing a mission to drive positive social impact, The Vegetarian Butcher is partnering with The Social Kitchen (TSK) to launch their second outlet at Jurong Bird Park – TSK’s first plant-based meat concept restaurant. The restaurant provides employment to disadvantaged individuals and will be the first place in Singapore where consumers can sample dishes made with The Vegetarian Butcher’s delectable products for themselves. Powered by The Vegetarian Butcher, TSK’s menu includes a versatile selection of Western and Asian dishes, such as NoChicken Truffle Alfredo pasta; NoBeef Rendang Shepherd’s Pie; NoChicken Nuggets in Thai Sauce; and a NoBeef Burger with Crispy Onions.
On this complementary partnership, Co-Founder of The Social Kitchen Pte Ltd, Alvin Yapp says, “We’re thrilled about our partnership with The Vegetarian Butcher to offer The Social Kitchen’s first plant-based meat concept outlet. We hope that through this partnership, consumers will be able to tuck into delicious food that’s good for them and do good for the wider community too, especially as The Social Kitchen continues to provide employment for persons with special needs and support the disadvantaged communities.”
Managing Director, UFS, Singapore and Malaysia, Ivan Lu also mentions, “This timely partnership between The Vegetarian Butcher and The Social Kitchen Pte Ltd – the first for UFS, will allow us to foreground our shared values of social responsibility and sustainability, while encouraging consumers to eat less animal meat and adopt a more plant-based lifestyle. Moving forward, we hope to become the leading provider of plant-based proteins in Singapore and place the brand’s products alongside traditional animal meats in butchers and restaurants nationwide.”
Angliss Singapore, with its 72 years of serving those who serve great food in the food service industry, will be the leading distributor for the brand. The distributor will combine its capabilities with UFS to provide a wide, all-encompassing, seamless and efficient distribution network for The Vegetarian Butcher in Singapore.
Currently available in Singapore are the NoBeef Burger, NoChicken Burger, NoChicken Nuggets, NoChicken Chunks and NoMeatballs. Plant-based meat sausages and plant-based meat mince are expected to be available in Singapore from the first quarter of 2021.