Mezzan Holding, one of the largest manufacturers and distributors of food, beverage, and FMCG products in the Gulf, has unveiled the signing of a distribution agreement with Beyond Meat, a leading US-based producer of plant-based meat substitutes.

Under the agreement, Zandbergen World's Finest Meat will distribute the product to European markets and to Mezzan Holding who will handle the products’ distribution to the Gulf region starting with Kuwait and the UAE, said a statement from the company.

Mezzan introduced the company’s flagship and best-selling product Beyond Burger in supermarkets across Kuwait on November 1, and across restaurants throughout the region on November 1.

The introduction of the Beyond Burger into the market follows a successful rise of the product in Australia, Europe, and the US and the growing interest of a healthier and sustainable alternative to meat.

In-line with changing consumer habits across the world, the Gulf region has witnessed a shift towards entrepreneurs opening local vegan and vegetarian-friendly restaurants frequented even by those who are not part of the plant-based diet.

The demand for vegan products is growing quickly in the Middle East and plant-based products are expected to continue to rise in popularity and market share as people become more conscious of what they eat and the trend of socially-conscious diners grows.

Garrett Walsh, CEO of Mezzan Holding, said: “Consumer tastes and habits are moving towards healthy options and substitutes in the Gulf. This shift in consumer preference is here to stay and will only grow stronger and wider in the months and years to come.”

“Our partnership with Beyond Meat brings the healthiest and most popular meat substitute to the region so people in the Gulf can join the rest of the world in having great-tasting, guilt-free burgers at home and at restaurants,” he added.

The Beyond Burger is made using simple, plant-based ingredients without GMOs, soy or gluten. Peas provide the protein, beetroot provides the meaty red hue, and coconut oil and potato starch offer the mouthwatering juiciness and texture of a traditional burger.

With Mezzan’s strong trade relationships and broad product platforms, the Beyond Burger will be wisely launched and distributed; hitting retail shelves and available for foodservice chains in both Kuwait and the UAE with an expansion plan across the GCC. Following the release of the burger, the company is planning to introduce other products including the Beyond Sausage in the future.

Zandbergen World’s Finest Meat is an international protein supply chain. It demonstrates sound leadership in the food industry by providing honest, high-quality products that combine animal and plant protein.

The company sources chilled and frozen meat and alternative protein solutions from North America, South America, Thailand, Australia and New Zealand to customers in all the European Union (EU) Member States, Switzerland, Norway, and the UAE.

For retailers and restaurants interested in carrying the Beyond Burger, Beyond Meat is distributed in the region by Mezzan Holding. – TradeArabia News Service