Malaysia’s Largest Coffee Chain Goes Big On Plants with Green Rebel Partnership

Malaysia's largest coffee chain, Zus Coffee, has partnered with Southeast Asian plant-based meat startup Green Rebel Foods to introduce a vegan menu at over 200 locations. The menu features ready-to-eat dishes made with Green Rebel's mushroom and soy protein, including nasi rendang padang, rendang spaghetti, and creamy mushroom and truffle pasta. The partnership aims to cater to the growing demand for plant-based options in Malaysia, with more consumers looking to reduce their meat intake for health and environmental reasons.

Green Rebel Foods' innovative meat-free protein solutions, made with Rebel Emulsion Technology, have been well-received by Malaysians who are increasingly interested in plant-based alternatives. Additionally, the partnership with Zus Coffee aligns with the trend of consumers discovering plant-based products through restaurants. This collaboration underscores the shifting consumer preferences towards healthier and more sustainable food options, while also benefiting from the rise of digital technologies in the F&B industry.