Malaysian Food-Tech Startup Introduces High-Fibre Plant-Based Chicken

Plant-based meat alternatives are nothing new to the market. Vegetarian meats or meat alternatives have been around since the 1940s, when the first veggie burger was created for soldiers during World War II. Since then, meat alternatives has grown in popularity. Globally, it is valued at USD14 billion and is expected to grow over the next few years.

But from the 1940s through to today, meat alternatives have improved in quality and taste, and today's meat alternatives outperform their predecessors in every way.

These products come in various forms, including burgers, sausages, jerkies, bacon, shrimp, nuggets, etc.


PHUTURE®, the Malaysia-based food technology and innovation startup, recently launched its High-Fibre Chick'n range, including a variety of plant-based crispy chicken breast patties, popcorn chicken bites, and breast strips.

"Although the plant-based food market in Malaysia is rich in high-protein options, it lacks in fibre. PHUTURE® created a plant-based alternative that doesn't just appeal to the Malaysian palate but directly addresses dietary deficiencies in our community," said Jack Yap, CEO of PHUTURE®.

Who doesn't like fried chicken? 

PHUTURE®'s High-Fibre Chick'n range is created using PHUTURE®'s 4-fibre blend, consisting of a mix of soluble and insoluble fibres such as oat fibre, apple fibre etc. to naturally replicate the texture and flavour of chicken and help Malaysians reach their daily dietary requirements.

Phuture Plant-based meat: Malaysia

Image source via phuturemeat


"The response so far has been very positive, with orders having sold out for 7-days straight since our soft launch. I hope this indicates a healthy appetite for plant-based meat alternatives," said Yap. 

It is interesting to know that one High-Fibre Chick'n patty has half of the required amount of fibre of an adult and 35%-45% less fat and sodium than 100g of regular fried chicken, making it a healthier option if you are craving fried chicken.

PHUTURE® is made from Non-GMO soy protein, chickpea protein, pea protein as well as rice protein. 

In 2 years, Phuture Foods aims to take over a significant market share in the plant-based industry.

Other players in the meat alternatives are as below.

Meat Alternative player in Asia

Image source via GFI-apac

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