Zrou, the plant-based protein brand under YouKuai Group, has launched a series of 7 chef line ready-to-heat products created by 5 Chinese celebrity chefs.
The 7 products are all made with Zrou plant-based protein’s base product, and cover dumplings, buns, Lu Rou rice, Beijing Zha Jiang noodle and Singaporean curry meatballs. By collaborating with 5 celebrity chefs, Zrou takes another step to lead the way in plant-based food innovation, aiming to become a new healthy choice for China’s younger generation.
All products are available to consumers through Zrou branded eCommerce channels as well as offline mid-to-high-end supermarkets nationwide.
Franklin Yao, Founder and CEO of YouKuai said, “We want to build a world worth inheriting for our next generations, a world that is not only sustainable, but also caring, creative and inspirational. That is why YouKuai has always seen food innovation as the connection between plant-based foods, celebrity chefs, consumers, and convenient and tasty foods.”
The chef line products are a full range of delicious, healthier and low-carbon foods, all made with plant-based ingredients. The entire production process was in line with the respective chefs’ recipes. Chunfeng Lu, renowned chef from Shanghai, for example created the Zrou Southern Style Dumplings with Mixed Mushrooms and the Zrou Southern Style Buns with Mixed Vegetables.
The chef line series is also the first products launched by the YouKuai Innovation Lab, led by co-founder and celebrity chef David Laris, consisting of an R&D team, a culinary team and a team of chef consultants.
The chef line products also meet the dietary demands of the younger generation seeking ‘convenient and delicious’ – allowing consumers to easily enjoy the chefs’ works at home and reinventing the concept of convenient frozen food, giving consumers a low fat, convenient and high-pleasure meal.
Founded in 2019, YouKuai Group International first brand and product, Zrou, which takes the form of plant-based ground pork, has become a well-recognised plant-based protein brand in China. Zrou sources all of its ingredients in China, including non-GMO soybeans in the Northeast, and is manufactured in China. Zrou offers an alternative to people who want to eat less meat, but still want to enjoy the dishes that they have grown up with and crave. Zrou prides itself as a homegrown brand and is well-positioned to tackle 2 major challenges of popularising alternative protein in China: taste and market education.