Bollywood actors Riteish and Genelia Deshmukh have launched their latest venture – Imagine Meats – a plant-based meat foods company. The actor couple has partnered with US-based global ingredients manufacturer Archer Daniels Midland (ADM) and Good Foods Institute to bring out products under the Imagine Meats brand, according to a report by Business Insider. It is noteworthy that the actor couple turned vegan three years ago.

Let’s MEAT soon!! @ImagineMeats pic.twitter.com/SEEEcUXUeK

— Riteish Deshmukh (@Riteishd) July 20, 2020

The company aims to launch plant-based biryanis, kebabs, and curries, and other products in the coming months, the Business Insider report added. The plant-based foods are products made from plant ingredients such as pea protein and coconut oil, but replicate the taste and smell of meat.

From vegan burgers to vegan boots, the market for products using no animal products is surging, with climate-conscious consumers fuelling the global dash to cash in on a fast-expanding range of ethical merchandise.

First Published:Jul 21, 2020 12:52 PM IST