SATS partners with brands, startups for alternative proteins

This is to address the unfamiliarity of customers with plant-based alternatives.

SATS Ltd. announced the collaborations between its wholly-owned subsidiary, Country Foods Pte. Ltd., and alternative protein brands and food-tech startups.

SATS' aim is to drive consumer adoption of sustainable foods in Asia by "harnessing its culinary expertise across many cuisines, high food safety standards, food technologies and global distribution network to build momentum for sustainable foods, bringing Singapore closer to achieving its 30 by 30 vision and raising its profile as a food innovation hub," a press release read.

Some of the tech startups included in the partnership with Country Foods Pte. Ltd are Impossible Foods, v2Food, Fable Food, and JUST Egg, Growthwell Foods, and MNC Tyson Foods.

This is in response to a survey conducted by Innova Database, in which one in three customers would not consider buying 100% plant-based alternatives due to unfamiliarity. To combat this, Country Foods and their alternative protein partners are developing menus that introduce hybrid dishes across alternative and traditional, familiar local and Asian cuisines.

Together, SATS is addressing growing consumer demand for safe, healthier, and more convenient food by enhancing out-of-home and
at-home dining experiences through a variety of food offerings that would appeal to different diets and increasingly flexitarian lifestyles today.

“Our responsibility is our opportunity, and consumer education is key to the success of alternative proteins in Asia and other markets. It’s about how SATS—together with our partners—responds to the preferences of increasingly eco-conscious consumers and utilising our culinary expertise to adapt different alternative proteins to get the right taste and texture to delight consumers,” said Kerry Mok, President, CEO Designate, SATS Ltd.