Free from artificial additives & preservatives, consumers can expect plant-based chicken with a stronger nutrition profile and pocket-friendly price 

Haofood, the world’s pioneer in the development of plant-based chicken from peanuts, today announces their latest innovation: Carefree Pulled Chickless (轻享素素肌™), a clean-label plant-based chicken that is available in China starting today. Clean-label products are made without any artificial additives, preservatives, thickeners, water retention agents, colourings, flavourings and MSG. 

As the demand for plant-based products in Asia rises, brands must stay informed and adaptable to remain competitive in the market. Haofood recently conducted consumer studies in China to understand the preferences for sustainable protein sources. The top three obstacles to incorporating plant-based meat into daily diets are taste, additives in product ingredients, and cost. In response, Haofood created Carefree Pulled Chickless to address these challenges and provide a taste-centric, additive-free, affordable solution.

“Clean-label products will be more favourable  for consumers, as one of the main reasons to choose plant-based products are for health benefits. The consumer demands for the assurance that they are eating the healthiest and safest food product, and at the same time that it is less harmful to the planet. Carefree Pulled Chickless is healthy and delicious – using simpler and plant-based ingredients produced with our know-how that enables us to create great texture and taste at the same time.” shared Astrid Prajogo, Founder & CEO of Haofood.

“Haofood’s Carefree Pulled Chickless offers a clean-label, innovative solution in the plant-based meat market. With a focus on consumer needs and a dedication to staying ahead of market trends, Haofood is setting a high bar for the industry,” said Yip Hon Mun, an expert from the alternative protein industry who is also a member of Haofood’s Board of Directors.

Haofood’s innovation on clean-label products is also warmly welcomed by the industry association in China. “Similar to many other lifestyle essentials such as cosmetics, the plant-based food industry requires constant R&D as great product quality is key to keeping consumers interested in protein alternatives. We are glad that Haofood listens well to consumers’ aspirations and responds wisely through developing and launching the clean-label plant-based chicken to the market. This clean-label product is exactly what our industry needs now,” shared Larry Lee, Founder & CEO of China Plant Based Food Association.

The key to buy-in: Changing consumer perceptions

The challenge industry players face is not getting consumers to try plant-based meat but having them incorporate it into their daily diet. For many, the perception towards plant-based meat is that it does not taste as good as real meat, and some even carry a weird mouthfeel. 

Another key concern is consumers find that there is risk associated with eating plant-based meat formulated with artificial food ingredients to mimic the taste, texture, smell and appearance of real meat. Meat like chicken, beef and other protein products, on the other hand, are natural and free from additives. Even when a plant-based product meets food safety regulations, consumers are wary. Adding to that, the price point of plant-based meat is typically higher than what people are paying for real meat.

Clean-label products: Created to put consumers’ minds at ease

Health-conscious consumers are increasingly turning a critical eye towards ingredients used in plant-based meat. Carefree Pulled Chickless, the clean-label plant-based meat, was thus born to address concerns over taste, label and cost. 

Carefree Pulled Chickless contains zero artificial ingredients. No extra added additives, preservatives, thickeners, water retention agent, MSG, flavourings or colourings are present in this clean-label product invented by Haofood. In terms of nutritional value, consumers can be assured as Carefree Chickless is high in protein, 0 trans-fat and guilt-free.  

The pace of modern life also means that many seek convenience when making purchase decisions. For ease of cooking, Carefree Pulled Chickless comes pulled, and all consumers have to do is reheat it in a microwave oven or simply pan-fry it. Price-wise, the clean-label product is a clear winner as it is at par with chicken breast and around half the average market price of plant-based meat products. 

Three flavours to pick from: Original, Xinjiang Spices and Salt & Pepper

Carefree Pulled Chickless is produced through know-how extrusion technology that results in a rich fibrous structure and high-quality of the texturised product. The primary ingredient, peanut, naturally contains a high level of aspartic and glutamic acids, common amino acids, creating an umami taste and making food taste good. Common household kitchen ingredients such as salt, pepper, chilli powder, cumin, clove and ginger have also been used to enhance the flavour of the clean-label plant-based chicken. Consumers will be spoilt for choice with three variants to select from – Original, Xinjiang Spices and Salt & Pepper. 

Starting this week, consumers in China can try Carefree Pulled Chickless at various restaurants, including 2060, the plant-based fast food restaurant located at Wanda Mall in Wujiaochang, Shanghai, and pre-order directly from Haofood’s Official WeChat Store.

Please visit Haofood for more information.