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Food & Beverage

Chinese startup's plant-based 'meat' sizzles like real thing

Zhenmeat to accelerate R&D to chase Beyond Meat and other rivals

Zhenmeat hopes to carve out a large chunk of the Southeast Asian meat substitute market, as the Asia-Pacific market for the product is forecast to reach $15.8 billion in 2020. (Photo by Yusuke Hinata)

GUANGZHOU -- A young Beijing-based food-tech company is seeking to get ahead of the pack in China's new market of plant-based meat alternatives, offering a product that sizzles like real meat to appeal to all the senses of home chefs.

Zhenmeat started offering ground-pork-style faux meat made of plant-based protein on Friday, targeting China's growing ranks of health-conscious consumers. The new product is the latest in the company's expanding lineup of snacks and other products containing meat alternatives that debuted in 2019, the year the startup was formed.

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