Thoughtful brand of Plant-based Dry Mixes, targeted initially for B2B foodservices, was commercially launched in August 2021 by Singapore-based Thoughtful Food Pte Ltd.
AFBR has the opportunity to interview Karen Lam, Director of Thoughtful Food to find out more on this rather unique product offering for customers who would like to focus on health and sustainable food options.
These products are not yet on the retail shelves, however there are plans to launch them soon.
For the current B2B segment, Thoughtful targets healthcare institutions, schools, restaurants, caterers and food manufacturers whom are looking for a cost efficient and versatile plant-base canvass to work with. Thoughtful is an ideal product for these groups as our products are not seasoned or salted, thereby giving them full recipe control in churning out healthy & sustainable options for their customers.
For the newer B2C segment, Thoughtful aims to attract flexitarians & existing vegetarians/vegans who are paying extra attention to their well-being. As a ‘Healthier Choice’ approved product, Thoughtful provides assurance of better nutrition via very simple ingredient lists and high protein quality backed by science. Once again, the freedom to control own seasonings and apply Thoughtful to all types of recipes mean consumers can enjoy the same tasty dishes without sacrificing their lifestyles while playing a part towards a greener planet.
Currently, Thoughtful Dry Mixes are available in 4 flavors namely Chicken, Beef, Protein and Prawn available in smaller B2C (140g) and B2B (560g) packaging sizes.
Thoughtful dry mixes are versatile. According to Lam, “Thoughtful’s range of dry mixes are free form, unseasoned and unsalted. Once reconstituted, our minces behave like fresh real mince meat, hence they provide excellent blank ‘canvasses’ for chefs to create their own signature plant-based recipes. Since Thoughtful’s products are not bound by any distinct ‘brand’ tastes or shapes, they suit all culinary applications and cuisine types from Chinese, Japanese, Mediterranean, European to Indian. The options are unlimited.”
Ms Lam elaborated that Thoughtful faux ‘minced meat’ can be moulded into shapes of burger patties, meatballs, or used as fillings in dumplings & pastries, in stir-fries, soups and stews; taking on whatever seasoning and culinary methods desired by Chefs.
Thoughtful is different from other plant-based options now available in the market as firstly, it is a dry product that does not require refrigeration or freezing. This reduces greenhouse gas generation by a big fold compared to other brands that requires temperature-controlled trucks for delivery and freezers to store them at warehouses & kitchens. As an ambient product, Thoughtful also has a long shelf life.
Meanwhile, from the nutrition perspective, Thoughtful provides real quality protein backed by perfect score of 1 for the PDCAAS test (Protein digestibility corrected amino acid), which measures a protein’s ability to provide adequate levels of amino acids for human body needs. Lam added, “Due to Thoughtful’s minimally processed nature and very simple ingredient lists without artificial seasonings or additives, we have been allowed to serve some of Singapore’s top hospitals to provide essential protein to aid patients’ recovery.”
Thoughtful is planning to work with retailers soon to launch these products at supermarkets or other retail channels. It will be sold in 140g retail packaging at S$15 (US$10.75) which reconstitutes to 500g of vegan mince meat.
Lam acknowledged that as a non-conventional dry plant-based brand, Thoughtful’s current journey may be slightly slower, overshadowed by competing frozen convenient brands in the market, however she is confident that Thoughtful will be great partners to chefs, manufacturers and families who appreciate eating for better wellness & a better planet.
