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24Seven, India’s first and only 24-hour convenience store chain, has just added plant-based sausages to its menu. Partnering with homegrown food tech BVeg Foods, more than 90 outlets in Delhi-NCR and Chandigarh will be displaying the vegan hot dogs next to their conventional meat counterparts.
India’s round-the-clock convenience chain 24Seven is now keeping up with the vegan meat trend, launching plant-based sausage hot dogs in all 91 stores it operates across Delhi and Chandigarh. The vegan sausage analogue has been developed by New Delhi-based BVeg Foods, and is made from pea protein and coconut oil.
Vegan hot dogs
These new vegan hot dogs are now available in 24Seven outlets, displayed next to their conventional meat counterparts, which are typically made from chicken meat, one of the most consumed animal proteins in India. Recent research has suggested that consumers now expect vegan analogues to be displayed next to real meat, with one US study finding a 23% increase in sales when plant-based meats were placed within the meat department in stores.
BVeg Foods’ plant-based sausages, which are made out of pea protein and coconut oil, are designed to replicate the taste and smell of real animal meat sausages. The company says that it offers a “simple switch” for consumers who often purchase a hot dog as a convenient snack or quick meal, especially in busy cities like Delhi and Chandigarh.
Speaking about the decision to add plant-based hot dogs to its menu, 24Seven says that it’ll keep the chain in line with the “latest trends while adhering to its ideals of convenience, health and deliciousness”
“We are confident that this category will show very rapid growth in the near future and 24Seven aims to be the first mover in this huge space,” explained the chain’s managing director Samir Modi. “We are looking forward to a long term partnership with BVeg Foods and providing more exciting options in this category.”
India’s plant-based industry
While the US and Europe remain the largest plant-based markets globally, India’s homegrown food tech industry has grown significantly over the past several months. Particularly in the wake of the pandemic, more consumers in India are turning to plant-based options for health, immunity and renewed sustainability concerns.
Just last month, India’s leading e-grocery and retail chain Nature’s Basket added a separate plant-based meat section to its platform and storefront, in partnership with local startup Blue Tribe Foods. It followed the launch of Imagine Meats, the vegan meat brand started by Bollywood superstars Riteish and Genelia Deshmukh, on the same day as the Ganesh Chaturthi festival.
“The Indian plant-based meat sector is moving into an exciting phase of launches, and BVeg Foods’ partnership with 24Seven is an example of that progress,” commented Varun Deshpande, managing director of GFI India.
“An expanding grocery and foodservice footprint is key to helping consumers access the meaty dishes they crave, without the guilt of impacting public and planetary health. As we build back from the pandemic, we expect several more of these launches across the country.”
BVeg says that its latest 24Seven partnership will just be the latest in a series of expansions it has planned ahead. At the moment, the brand offers a number of plant-based meat analogues including burger patties, nuggets and kebabs. It is now planning on “launching several of our other plant-based meat creations via various channels,” in the coming months, according to BVeg co-founder Akanksha Ghai.
Lead image courtesy of Unsplash.