Beefless steak Green Rebel available in some of the largest steakhouses in Indonesia

Yvonne O'Halloran

Green Rebel, a vegan meat startup based in Indonesia, will now be found in some of the largest steakhouses in their home country. Their “Beefless Steak” has debuted at two major chains: ABUBA Steak and Pepper Lunch.

The meat-free company’s co-founder and Chief Innovation Officer Max Mandias is “thrilled” over the partnership: “Both brands are the go-to family restaurants, where the conscious young generations can bring their parents and grandparents—the market segments that are less likely to try plant-based meat,” he shared. “As a chef, I’m also thrilled because now there’s a steak made from plant-based ingredients where the chefs can cook passionately, and customers won’t believe that it is made from plants.”

ABUBA Steak has been creating a more vegan-friendly menu with Green Rebel’s products. Eight new vegan and vegetarian items are now available, most of which feature either Green Rebel’s Beefless Steak or its new Chik’n Steak.

While Pepper Lunch’s meat-free menu isn’t as expansive, the steakhouse is showing signs of improving its meatless offerings. They plan to launch two meatless items based around Beefless Steak. For those familiar with the restaurant, these menu items will feature Pepper Lunch’s signature black pepper sauce.

Even better? Opting for their meat-free choices won’t break the bank. Both ABUBA Steak and Pepper Lunch will have these new options at or below the price of their usual animal-based dishes.

According to Green Rebel, their Beefless Steak is considered the “first plant-based whole-cut steak in Asia” and is made with soy protein and shiitake mushrooms to create the familiar taste and texture of animal-based.

Article written by Tessa Altman- United States

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