Anushka Sharma, Virat Kohli back plant-based meat brand, Blue Tribe
What's the story
Actor Anushka Sharma and her husband, ace Indian cricketer Virat Kohli have invested in a plant-based meat brand named Blue Tribe Foods. The power couple will also endorse the brand. The amount they have invested in the company is not known yet. Founded by Sandeep Singh and Nikki Arora Singh, Blue Tribe offers plant-based products as alternatives for meat in the Indian market.
About
What is plant-based meat or mock meat?
Also called mock meat, the demand for plant-based meat products has spiked exponentially due to the widespread acceptance of diets that avoid animals and/or animal-based products. Since these food items have lower calorie and fat content, yet are rich in protein and fiber, these are gaining popularity. Mostly, mock meat products are made with plant-based items such as pea, soybean, lentils, grains, etc.
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What did Sharma say about the deal?
Blue Tribe's products include chicken momos, nuggets, sausages, etc. Sharma-Kohli themselves follow a plant-based diet, which is probably why they are backing this venture. "Virat and I have always been animal lovers. It's been years since we decided to adopt a meat-free lifestyle," emphasizes Sharma, while adding, "The collaboration with Blue Tribe is a step to tell people how they can be more conscious."
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I am a foodie, too: Kohli
"We hope that more people would like to understand the need for it and thus, help the planet and the life in it," the actor concluded. On the other hand, the former Indian cricket team captain stated, "At the end of the day, I am a foodie, too. I want to enjoy the kind of food I love without leaving a huge carbon footprint."
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Blue Tribe 'proving to be a gamechanger'
"I believe, if we can have a lower dependence on meat, without shortchanging our taste buds, there is potential for a planet-changing impact. This is where Blue Tribe is proving to be a gamechanger," Kohli noted. Meanwhile, Sandeep Singh said, "Our products aim at non-vegetarian eaters who want to switch to healthier, environment-friendly products without compromising the taste of their favorite dishes."