Ukraine has its own brand of vegetable meat

The production of vegan goods and products is gaining momentum in Ukraine. A domestic brand of vegetable meat has recently been launched. 

According to a study by a consumer service provider – Ceuta Group, Ukraine takes eleventh place among European countries in terms of interest and awareness in the subject of vegetarianism. One of the most rapidly growing trends among Ukrainians is the rejection of food of animal origin. Thus, according to a sociological study by the Open Cages Ukraine NGO and Kyiv Institute of Sociology, in 2017, 2 million Ukrainians deliberately refused to eat meat. And in 2019, the number of vegans and vegetarians in our country increased by 1.9%, or by 500 thousand people.

The number of people who prefer a vegetable diet will only increase. And accordingly, the demand for vegan products will grow. Therefore, there will be a trend of development of the plant products market soon. And their production and sale are an extremely promising business niche.

Soy meat

Many people know vegetable milk – coconut, rice, oatmeal or buckwheat milk. Many people use tofu instead of eggs. And now meatballs can be replaced with soy analogue, which tastes as the original meat. Andrii Cherukha, the developer of the idea and the founder of Eat me at vegetable meat brand, is convinced of this.

“The idea of vegetable meat has been in my mind for a long time. I like the taste of meat, but it's always been unacceptable how it's made. In 2018, I learned that vegetable meat has become a reality in the United States, so I studied the topic quite deeply and realized that it’s possible to do the same in Ukraine. The soy meat we know is only partially like the texture of natural meat, and its taste depends on the spices and fantasies of the chef.

Our Eat me at forcemeat has a taste, texture and nutrients that are very close to real meat, which has only recently become possible with the development of modern technologies,” says Andrii Cherukha.

The recipe was developed for over two years. Ukrainian and European food technologists who had experience with similar products were involved in the process. Before getting the final recipe, we made about 500 recipe tests with different ingredients.

“We presented Eat me at products on September 25, 2020, but there is an interest and we are already expanding production. However, six months earlier, the American vegetable meat brand Beyond Meat entered the Ukrainian market. At first, we panicked that we didn't have time to start first, but then we realized that it’s on the contrary good. They introduced such product to the Ukrainian market, and now people have something to compare us with,” recalls the founder of Eat me at, “Currently our range consists only of forcemeat. A package weighing 350 g costs UAH 160. Discounts are made for bulk orders.”

The target audience and sales network 

Vegetable meat products already have a niche in the market and an audience. Andrii Cherukha describes it as follows: “Our products are bought mainly by those who have already heard something about vegetable meat. Vegans, vegetarians often already have something to compare with. But above all, our forcemeat is created for those who love meat, but do not eat it or restrict consumption for ethical or environmental reasons.”

Is there a market for such products? Definitely. These are primarily health food, vegetarian and vegan stores. There are such dishes in the menu of restaurants. For example, Eat me at forcemeat dishes can be tasted in the cafes “Alltrueeast” and “Veganuti” in Kyiv.

“The main emphasis is on independent online sales through the website. We deliver by Nova Poshta in thermoboxes, by courier in Kyiv and we have a place for issuing frozen forcemeat in the ETNODIM store. We also sell products in several niche stores. We plan to enter supermarkets after the expansion of production,” the founder of Eat me at explains.

As for investments in launching a brand for the production and sale of vegetable meat products, Andrii Cherukha mentions the figure of USD 30,000. However, it all depends on the product line, production volumes, sales channels, etc.

“I have been keeping an eye on the development of vegetable meat in the USA since 2018, and it is happening quite rapidly there, so I also see the prospects for the development of Eat me at in Ukraine,” Andrii Cherukha describes the future of this business in our country.

The number of supporters of vegetable diet in our country will be increasing more and more. Accordingly, they will look for new flavors and products. And the vegetable meat market will grow. The winners will be those manufacturers who will be able to offer a wide range and variety of products.