Nature's Basket launches plant-based meat category across its 25 stores with Blue Tribe Foods

Photo - Blue Tribe

Nature's Basket launches plant-based meat category across its 25 stores with Blue Tribe Foods

Blue Tribe's plant-based Chicken Nuggets and Chicken Keema are flying off the shelves at Nature's Basket plant-based products category

Considering the continuously developing consumer demands favoring sustainable and eco-friendly products, Nature’s Basket, part of RP-Sanjiv Goenka group, India’s foremost retail destination for fine foods worldwide, has launched an entirely separate category Plant-Based meat products. This new category caters to the changing lifestyle and growing needs of new-age consumers. Under this specific category, the brand has partnered with Blue Tribe Foods, India’s leading plant-based meats brand.

Nature's Basket has been at the forefront of understanding and catering to continuously evolving consumer needs and behaviors. With the introduction of the plant-based category, the brand aims to walk hand-in-hand with the consumers. This category will house all the brands in the plant-based meat space, both Indian and International, including Blue Tribe and Beyond Meat, which was recently launched through the import route in India. According to the press release, since its launch, Blue Tribe's plant-based Chicken Nuggets and Chicken Keema have already become a hit among non-vegetarian food lovers aspiring to commit to a greener lifestyle without compromising the taste texture, or quality of conventional meat products. As a result, Nature's Basket will soon be launching more plant-based products under this category.

Speaking on this occasion, Devendra Chawla, chief executive officer, Nature's Basket and Spencer's Retail, said, "We firmly believe in adapting and evolving with the changing consumer landscape and with the introduction of the plant-based meat product category, we are doing exactly that. In the last few years, conscious consumerism has gradually picked pace. More and more products, brands, and new-age startups have started offering varieties with sustainability and eco-friendly factors as the center-stage."

He added, "Through the plant-based meat category at Nature's Basket, we plan to assist the rapidly changing lifestyle of consumers. We have partnered with Blue Tribe's plant-based products to do this effectively, and it is already garnering impressive traction in Nature's Basket stores in Mumbai, Delhi, Pune, Bangalore, and Kolkata. We will be adding a few more varieties under this category soon."

Speaking about the latest development, the co-founder of Blue Tribe, Sandeep Singh, said, "We are thrilled to partner with Nature's Basket, who share our vision to offer an adequate alternative to consumers looking for ecologically sound food items instead of over-meat consumption. It is a known fact that overconsumption of animal-based products contributes to deteriorating environmental conditions. We, at Blue Tribe, don't expect people to leave meat consumption or eat only vegetables completely, but in fact choose equally tasty, nutritious and greener plant-based meat products like our Plant-Based Chicken Nuggets and Plant-Based Chicken Keema."

He further added, "Since the last few years, health-conscious people and those concerned about environmental issues have started opting for a vegan or vegetarian lifestyle. Many customers purchase plant-based dairy or organically grown fruits and vegetables. However, sometimes, forgetting about that mouth-watering Butter Chicken or Mutton Chops is challenging. This is where our products are proving revolutionary. With Blue Tribe's products made with pea and soy protein and Vitamin B12, consumers will get the same texture, taste, and nutritional benefits as in traditional meat products."

It is pertinent to note that since its inception, Blue Tribe's Chicken Nuggets have created a niche fan base and are highly popular among shoppers. Moreover, in the last eight months since inception, the brand has witnessed a doubling of numbers every two months in consumers opting for plant-based products instead of eating regular meat products. The stats mentioned above indicate that slowly but surely, consumers are becoming more informed and aware of the harmful effects of over-meat consumption on the Earth's future and are opting for a greener option for the correct ecological balance.

Nature's Basket has an extensive range of products that caters to multiple dietary and lifestyle requirements. The stores also have fresh fruits and vegetables, daily essentials, free-from alternatives, and a selection of proteins. Nature's Basket also offers gifting options to celebrate special occasions through The Gift Studio. The brand has an online shopping facility through their website, www.naturesbasket.co.in and through their mobile application.

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