THAILAND Charoen Pokphand Foods Plc (CPF) unveils ‘Meat Zero’ ambition to go global June 2021

Major pork and poultry producer, Charoen Pokphand Foods PLC (CPF) has recently unveiled ‘Meat Zero’, its plant-based meat brand that it claimed to feel, taste and appear like real meat. Meat Zero products are affordable and available as ready-to-cook (RTC) or RTE food products at 7-Eleven stores and modern retail channels.

CPF, as one of the leading food processors in Southeast Asia, has also set a goal to expand its brand globally with an ambitious aim to be the top alternative meat brand in Asia by 2022 as well as the world’s Top 3 brand by 2026. Meat Zero brand will simultaneously penetrate markets in Asia, Europe and the US taking advantage of CPF’s worldwide customer base spanning more than 100 countries.

With R&D efforts over the past 2 years and working closely with renown experts from the US, Japan and Taiwan alongside food scientists at Chulalongkorn University and Mae Fah Luang University, CPF eventually discovered the PLANT-TEC innovation that creates the perfect texture, taste, smell and feel of real meat.

Prasit Boondoungprasert, CEO of CPF said, “Meat Zero is as tasty as real meat and consumers are barely able to tell if they are eating plants or real meats thanks to the outstanding achievement of [the] CPF R&D centre, which has worked closely with the world's leading research houses.”

CPF will pursue the path to become a full-fledged food-tech company that responds to the food needs of all consumer groups. CPF said the brand's products contain both ‘high-fibre plant-based protein’ and is priced ‘relatively close’ to real meat.

Consumers can buy RTE Meat Zero products with affordable prices ranging from Bt 35 to 45 (US$1.12 to $1.44) while uncooked (RTC) meat products like plant-based chicken nuggets, minced pork and crispy pork are priced at Bt 69 (US$2.21). Meat Zero is definitely the affordable option to consumers who want to switch to healthier plant-based meat options.




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