Tata Starbucks introduces a Vegan Food Menu in India in association with Imagine Meats

by Suman Gupta

National, June 7th, 2022: Today, Tata Starbucks announces the introduction of an all-new vegan product lineup in India. Starting this month, Starbucks is adding three food products: Vegan Sausage Croissant Roll, Vegan Hummus Kebab Wrap and Vegan Croissant Bun. This lineup is developed in partnership with Imagine Meats, a local plant-based food venture by Celebrity Couple & Entrepreneurs Riteish and Genelia Deshmukh.

The newly-launched vegan food menu provides more vegan options for customers, in addition to Starbucks’ existing beverage customization options with plant-based dairy alternatives such as almond, oat and soy.

As customer interest in vegan choices increase, Starbucks remains committed to introducing newer offerings in locally relevant ways. For Starbucks, expanding vegan menus globally is one of the ways the company is pursuing its goal to reduce its carbon footprint by 50%.

Speaking about the launch, Sushant Dash, CEO, Tata Starbucks Pvt Ltd said, “Customers in India are increasingly looking to explore more vegan food options. Since Starbucks arrived in the India market, we have always aimed to provide locally-relevant choices for vegetarian customers, and this new collaboration with one of India’s home-grown ventures, Imagine Meats, is yet another way to offer our customers more ways to customize their Starbucks Experience with delightful new offerings.”

Commenting on the partnership with Starbucks, Riteish and Genelia Deshmukh, Founders of Imagine Meats said, “Imagine Meats is our heartfelt endeavour towards nurturing a caring attitude regarding the planet while nurturing conscious and sustainable high protein food choices. We are thrilled to be joining hands with Starbucks who supports our vision and to introduce a new vegan food menu in India that offers consumers a simple guilt-free switch to plant-based meat. This unique partnership helps accelerate our efforts towards bridging the gap for non-vegetarians and vegetarians alike, who are actively trying to make a conscious shift towards adopting a sustainable food lifestyle.”

The new vegan product lineup is available in select stores in Mumbai, Delhi NCR, Hyderabad, Bangalore, Goa, Jaipur, Kolkata, and Pune.

As per a September 2021 study by a retail broking company in India*, the plant-based meat market in India is estimated at $30-40 million. The new menu joins a growing list of vegan menu options available to the brand’s customers around the world.

Source : Nirmal Bang- Forbes

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About Tata Starbucks Private Limited

Starbucks entered the Indian market in October 2012 through a 50/50 Joint Venture with Tata Consumer Products Ltd and currently operates 272 stores in India across 28 cities, Mumbai, Delhi NCR, Hyderabad, Chennai, Bengaluru, Pune, Kolkata, Chandigarh, Ahmedabad, Surat, Vadodara, Vapi, Lucknow, Amritsar, Kochi, Ludhiana, Bhopal, Indore, Kanpur, Jaipur, Thiruvananthapuram, Siliguri, Nashik, Guwahati, Bhubaneswar, Goa, Nagpur and Jalandhar through a network of over 2,000 passionate partners (employees). Starbucks stores are operated by the joint venture, TATA Starbucks Private Limited, and branded as Starbucks Coffee – A Tata Alliance.

About Imagine Meats (https://www.imaginemeats.com/)Imagine Meats is a plant-based brand by popular celebrity entrepreneurs Riteish and Genelia Deshmukh. With its 13 diverse product offerings like Biryanis, Nuggets, Burger Patty, Kebabs, Kheemas, Sausages, Gravies and many more, the plant-based brand seeks to provide its consumers preservative-free tasty alternatives to conventional meat while being mindful of the planet and its animals. With an aim to bolster the switch to vegan meat, the brand works to encourage the masses to make environmentally conscious eating choices.

Imagine Meats has a strong presence in prime Modern Trade & General Trade, E-Commerce platforms, HORECA segments across India and the products are available online in Mumbai, Navi Mumbai, Thane, Pune, Delhi/NCR, Hyderabad, Bangalore, Mysore, Kolkata, Chennai, Agra and also available offline in 60 other cities.