The popularity of plant-based meat is rapidly growing in China; in 2020, 39% of the population were attempting to reduce their meat consumption, and 65% of them were willing to try plant-based meat to help them in this. However, many are dissatisfied with the plant-based meat options in China; Haofood’s founders discovered that this was because of the tofu-like quality of products currently available in the market. On top of that, often flexitarians and vegetarians struggle with craving comfort foods. Being the most consumed meat in the world, chicken products, such as fried chicken, are a comfort food to and missed by countless first-time vegetarians.
Shanghai-based startup Haofood offers a solution to these problems with its realistically textured and healthy plant-based chicken. They are one of the first companies in the world to use peanut protein as a base, taking advantage of its potential for a strong and elastic texture and natural umami flavour. Led by a founding team of senior professionals from the food industry, who, together, hold a well-rounded skill set ranging from entrepreneurship to food technology, Haofood uses its own proprietary extrusion technology and formulation to create affordable, delicious plant-based chicken made from sustainable, non-GMO peanuts.