German vegan food tech startup GREENFORCE has arrived in the U.K. Founded in 2020 by Thomas Isermann in Munich, its official U.K. launch follows trial availability of plant-based meat items. Consumers can order a range of powder-to-meat food mixes for home delivery. All products are certified vegan and developed to minimise food waste.
Vegan strongman Patrik Baboumian is on board as a GREENFORCE ambassador. U.K. consumers will be able to purchase burgers, sausage, meatballs, and mince powder bases. The wider rollout comes after success in Austria, Belgium, Germany, the Netherlands, and Switzerland.
A fresh take on a store cupboard essentials
The powder-to-meat approach is not a new innovation. Brands such as Sosmix have existed for years, but GREENFORCE is bringing pea protein to the format. The result claims to be a sustainable, easy-to-store product with a long shelf life and reduced risk of food waste. A realistically meaty texture is an added bonus, making the product appealing to committed meat eaters. The company claims to be Europe’s answer to Impossible Foods and Beyond Meat already.
The company claims that GREENFORCE is “likely to be the most sustainable plant-based meat in the world” and a solution to food security concerns. Tapping into the growing U.K. vegan market is considered a top priority.
“The UK is an incredibly important market for the plant-based world,” founder Thomas Isermann said in a statement. “The vegan, vegetarian and flexitarian population in the country is growing rapidly, so it’s crucial that we provide healthy, planet-friendly and tasty food for them. But it’s not just them we are focussing on – we are also focussed on meat-eaters. We have over eight years of research behind us, helping us develop a range of products that should satisfy the taste buds of anyone, whether you’re vegan, veggie or neither.”
Support from the right people
Use consists of weighing out the right amount of mix, adding water and forming into a shape of the consumer’s choice. Baboumian noted that this preparation method might cause some hesitancy. “Some may be sceptical at first. Some people will say: ‘powder that turns into plant-based meat – how is this possible?’ To them I say: just try it and see what you think!”
The Iranian-born, Armenian-German strongman is widely regarded as an expert in the field of vegan nutrition for athletic performance. His appearance in the 2018 documentary The Game Changers cemented his authority. Baboumian was featured alongside Lewis Hamilton and Dotsie bausch, amongst other athletes.
Baboumian’s ambassadorship for GREENFORCE comes as a continuation of his belief in plant-based eating. “Our ultimate mission is to revolutionise the food industry with unique products that don’t come at the expense of animals, the environment or our health,” he said in a statement.
“We believe in a sustainable future that harnesses the power of plants and values high-quality proteins. Without any unnecessary additives, in just a few steps, you can make meatballs, sausages, mince or a juicy burger out of powder.”
A new dawn for vegan protein hunters
Recent research found plant-based protein is no less effective for building muscle than traditional whey. The finding comes from a study conducted in Brazil that found protein is essential for muscle development, but the source—animal or plant—is irrelevant. Baboumian made identical claims in The Game Changers. His athletic performance before retirement quieted naysayers.
Vegan meat is not the only option for topping up protein levels. San Francisco startup NuCicer just revealed success in breeding a new super chickpea strain. Containing 75 percent more protein than standard legumes, they are predicted to outperform soy, wheat and pea as the plant-based powerhouse of choice. Commercial production of the chickpeas could begin as soon as 2023.
All images/product shots courtesy of GREENFORCE.