Nestlé India teams up with restaurant chains SOCIAL and BOSS Burger for a trial launch of MAGGI Professional’s plant-based product line. The range features burger patties and minced alternatives to conventional meat-based dishes, now included in The New Irresistible Menu. This limited-time menu is available for three months at 42 SOCIAL and 40 BOSS Burger outlets across Delhi (NCR), Mumbai, Bengaluru, Pune, Dehradun, and Chandigarh, starting January 27, 2024.
Designed for chefs, the plant-based range mirrors the sensory qualities of chicken, offering a familiar texture and juiciness. These alternatives are rich in protein and fiber, naturally free of cholesterol, and cater to the preferences of a young demographic with a global outlook and conscious consumption habits.
SOCIAL’s revamped menu highlights plant-based options like the Sensational Seekh #NotGuilty, Chilli #NotChicken, and Garden Club Sandwich. BOSS Burger’s new menu includes options like The ImBOSSible Cheeseburger and the Crumb De La Avo Burger.
Suresh Narayanan, chairman and managing director of Nestlé India, expressed delight in the partnerships, emphasising Nestlé India’s commitment to providing diverse food choices for consumers. “We are confident that the chefs would enjoy cooking with this range and create novel dishes for their consumers,” he said.
Riyaaz Amlani, founder and managing director of Impresario Entertainment and Hospitality Pvt. Ltd., described the collaboration as a significant step towards a more sustainable, conscious, and innovative approach to dining.
Starting January 27th, 2024, patrons can savor The New Irresistible Menu at designated SOCIAL outlets or opt for delivery through BOSS Burger via DotPe, Swiggy, and Zomato.
Global Impact: As per a report from the Good Food Institute (GFI), India’s thriving smart protein sector is poised for substantial growth, forecasted to reach a value of USD 4.2 billion by 2030. This trajectory is fueled by the active involvement of over 113 startups, driving advancements in plant-based, fermentation, and cultivated proteins.
India’s entry into the smart protein realm holds significance not just domestically but also aligns with global trends, as evidenced by the initiatives of FMCG behemoth Nestlé. In December 2023, Nestlé unveiled Maggi Soya Chunks on a global scale, introducing a plant-based meat alternative tailored for Central and West Africa. Made from soy, this product addresses protein deficiency concerns, offering an affordable solution fortified with essential nutrients like iron and zinc.
Céline Worth, R&D program manager for affordable nutrition at Nestlé, highlighted the company’s commitment to delivering affordable, nutritious products and bridging the protein gap through plant-based ingredients.
In addition, also in December, Nestlé’s Garden Gourmet brought back Voie Gras, its alternative to foie gras, for Belgium, Spain, and The Netherlands, for a limited time.
The animal-friendly alternative was originally launched in Spain and Switzerland in 2022.
Marjolijn Niggebrugge, European business head of plant-based meal solutions at Nestlé, said, “Voie Gras is a great-tasting seasonal option to delight consumers who continue to look for plant-based alternatives while paying attention to the environment and animal welfare.”
