Bidfood UAE, a leading multi-channel foodservice provider of international F&B brands and part of the Bidcorp Group – today announced its appointment as the official distributor of ImpossibleTM Burger across the country’s foodservice channel. The products roll out kicks off with eight restaurant launch partners on board as part of Bidfood UAE’s extensive distribution network.
The plant-based alternatives market in the Middle East & Africa has been valued at US$ 240.96 million in 2020 and projects a growth of 6.01% during 2021 – 2026, according to recent trends and reports.* This launch marks Impossible Foods’ debut in the GCC foodservice market and supports Bidfood’s strategy of developing one of its core categories, plant-based solutions, while providing sustainable options to the foodservice industry.
Commenting, Hisham Al Jamil, Bidfood Middle East CEO said, “Working with Impossible Foods is part of our strategic move to bring the best plant-based solutions to the market. We have seen that consumer demand has increased significantly in the past few years for both plant-based dairy and meats. With Expo finally here and with more members of the foodservice industry in the region looking to focus on sustainable solutions, our launch with Impossible Foods comes at the perfect time.”
California-based Impossible Foods launched its flagship product in the UAE one week ago. ImpossibleTM Burger Made From Plants can be used in a variety of cuisines and culinary applications – giving foodservice professionals creative freedom with the product in recipes that would typically use ground beef. The innovations in the plant-based meat industry enables products to mimic the taste and structure of traditional meat products – a trait that has captured the attention of meat eaters.
Impossible Foods’ mission is to make the global food system truly sustainable by reducing our reliance on animal agriculture. The company’s range of plant-based meat products use a fraction of the land, water, and energy required to make animal products.
Bidfood will begin to distribute three of Impossible Foods’ plant-based items, Impossible Burger in 1.2kgs and 1.13 kgs patties format and Impossible Burger in bulk format 2.26kgs – the items will also be shortly available on Bidfood’s B2B e-commerce platform, myBidfood.
The distributor plans to expand the plant-based range to its other four markets in the GCC to cater to the growing awareness and demand for plant-based solutions in the region.