Bollywood couple Genelia and Riteish Deshmukh have launched their latest business venture, ImagineMeats, focused on plant-based meat products.
The company will launch a variety of products, tailor-made for the Indian palate. This was done through a partnership with global ingredients manufacturer Archer Daniels Midland (ADM) and Nutrition India, which allowed it to access expertise in food science, flavours, and product development across Singapore, Berlin, and the United States. Using this gained expertise, Imagine Meats will develop food items relevant to the Indian non-vegetarian consumer, such as biryanis, kebabs and curries.
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