YouKuai Group / Z-rou

Founded in 2019, YouKuai Group International (“YouKuai”) aims to create a holistic plant-based food and beverage ecosystem in China and to reshape the global plant-based cuisine landscape, starting with Chinese consumers both locally and regionally. The Company’s purpose is to create a world worth inheriting for future generations through protein diversification, and its mission is to empower the world's consumers to make the "More Good" (plant-based) choice for a worthy world, by creating tasty food with a “More Good” version in all food categories currently using animal protein, and by creating charismatic brands to appeal to more consumers on an intergenerational basis. YouKuai is partnering with top scientists and chefs to develop tasty, healthy and sustainable products with creative presentations. With more brands to come, YouKuai's current portfolio includes plant-based meat brand Zrou with multiple product lines, and sustainable lifestyle content-media brand OwnWhatYouEat. YouKuai takes pride in building an active, influencing and loyal community of enthusiasts and early adopters that would accelerate the adoption of plant-based eating into mainstream consumption. YouKuai Group is a proud advocate of SDGs 3 (Good Health and Well-Being), 12 (Responsible Consumption and Production), and 15 (Life on Land).

Primary focus
Location
Founded
2019
Website
zroumovement.com
Business model
Protein category
Ingredients
End product application

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