Nestlé India has collaborated with SOCIAL, India’s favorite neighborhood café, to test the launch of MAGGI Professional’s plant-based range. The products have been used to craft The New Irresistible Menu, available at 41 SOCIAL and 40 BOSS Burger outlets across Delhi (NCR), Mumbai, Bengaluru, Pune, and Chandigarh for three months.
The plant-based range has been specially developed for chefs and features two offerings - a burger patty and mince, alternatives to meat-based meals. The products provide similar sensorial attributes as chicken, with the familiar bounce and juiciness. They are a source of protein & fiber and are naturally free from cholesterol. The range caters to the evolving preferences of a young audience with global cultural exposure and mindful consumption habits.
At SOCIAL, the New Irresistible Menu, features a celebration of culinary innovation and delicious combinations such as Sensational Seekh #NotGuilty – Seekh and you shall find these impressive plant-based kebabs! Served with mint chutney and laccha onions; Chilli #NotChicken – we’ve put the chili In chillin with this succulent plant-based chunks tossed in a finger-licking chili sauce; and Garden Club Sandwich – super fulfilling and tasty club sandwich with veggies and plant-based treat.
At BOSS Burger, the new menu includes options such as The ImBOSSible Cheeseburger – a plant-based cheeseburger that's so bold and blockbuster, it will go beyond craving; and the Crumb De La Avo Burger – a crumbed patty topped off with smashed avocado - bold, creamy, tasty and planti-ful.
Regarding the partnership, Suresh Narayanan, chairman and managing director of India, said, “We are delighted to announce our partnership with SOCIAL to pilot MAGGI Professional’s new plant-based range through a limited-period menu. This is a part of our commitment to offer more food choices to our valued consumers, both in and out of home. We are confident that the chefs would enjoy cooking with this range and create novel dishes for their consumers.”
Commenting on the initiative, Riyaaz Amlani, founder and managing director of Impresario Entertainment and Hospitality, said, “We are thrilled to embark on this culinary journey with Nestlé which brings together the culinary expertise of SOCIAL and the innovative plant-based range from Nestlé India. The New Irresistible Menu is not just a testament to our commitment to providing exceptional dining experiences. Still, it also signifies a significant step towards a more sustainable, conscious, and innovative approach to dining. We believe this collaboration will redefine the possibilities of plant-based dining in India, and offer our guests a novel, sensory symphony of flavors.”