Vegetarians in China often struggle to find a veggie-version of the Chinese staple food… dumplings. However, this is all about to change as Starfield, a Chinese supplier of plant-based meat alternatives, and food brand Vivid Zebra jointly launched meat-free dumplings.
The plant-based products were launched on the Tmall flagship store of Zhengda (the owner of Vivid Zebra). A pack of dumplings is 199 RMB, but they will initially be sold at a promotional price of 69.9 RMB. Dumplings are a staple in the Chinese diet, especially during special festivals, such as Spring Festival.
In the past, brands have generally chosen to focus their plant meat-related products in first-and second-tier cities in China, but these dumplings are being sold nationwide, opening up a new channel for plant-based meat in China.
Healthier and more environmentally friendly options, such as plant-based products, have grown in popularity in China following the COVID-19 pandemic.
For more about how brands are appealing to China’s health conscious consumers, check out our case studies on Earth Day campaigns and smoothie brand Innocent’s entry into China.