Indonesian startup launches first whole-cut plant-based steak in Asia

Indonesian startup Green Rebel Foods has launched two new products: Chick’n Steak, an alternative chicken steak, and Beefless Steak, which it claims is the first plant-based whole-cut steak in Asia.

The company has partnered with steakhouse chains Abuba Steak and Pepper Lunch, where customers can order the products off the menu. The ready-to-cook version of Beefless Steak, which is made from mushroom and soy protein, is also available via the Green Rebel Foods’ official store on Tokopedia.

The startup took an Asian culinary approach for its previous beefless products, offering vegan rendang, satay, karage, and mixed rice.

The Beefless Steak / Photo image: Green Rebel Foods

The startup was established in 2020, but it can trace its genesis to 2013, when Helga Angelina Tjahjadi and Max Mandias built a vegan restaurant called Burgreens. Eventually, they started to get demand from restaurant partners and people who wanted to consume their plant-based meat outside Burgreens. Green Rebel Foods was created to focus on producing such products for more customers.

Early this year, Green Rebel Foods raised US$2 million in a seed funding that was led by Unovis Asset Management and Teja Ventures. SAVEarth Fund, Phi Trust, and C4D also participated in the round.

The startup plans to use the funding to expand its research and development team, and to offer the products via mainstream retailers by the second quarter of this year.