Israel's largest food company, Tnuva, is entering the meat substitute market and will partner with a British company to do so.
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The Leeds-based Meatless Farm will supply Tnuva with "hamburgers" and "minced meat," and later with other vegan and gluten-free options. The company was founded in 2016 by British entrepreneur Morten Toft Bech. It uses pea and soy protein in its products.
"The launch of meat substitutes is another step in expanding Tnuva's activity in the field of plant-based protein substitutes," Tnuva CEO Eyal Malis said.
Demand for meat substitute products in Israel has been growing in recent years, driven by health and environmental concerns. Experts predict that by 2030, global meat consumption will have dropped by 10% because of alternative products.
Israel is considered a leading player in the highly lucrative meat substitute market, particularly regarding plant-based culinary innovation and laboratory-grown meat, both of which are a growing part of Israel's thriving agritech sector.
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