Haofood, the world's pioneer in the development of plant-based chicken from peanuts, announces its latest innovation: Carefree Pulled Chickless, a clean-label plant-based chicken that is available in China. Clean-label products are made without extra added artificial additives, preservatives, thickeners, water retention agents, colorings, flavorings, and MSG.

As the demand for plant-based products in Asia rises, brands must stay informed and adaptable to remain competitive in the market. Haofood recently conducted consumer studies in China to understand the preferences for sustainable protein sources and found that the top three obstacles to incorporating plant-based meat into daily diets are taste, the presence of additives in product ingredients, and cost. In response, Haofood created Carefree Pulled Chickless to address these challenges and provide a taste-centric, additive-free, and affordable solution.

"Clean-label products will be more favorable for consumers, as one of the main reasons to choose plant-based products is for the health benefits. The consumer demands the assurance that they are eating the healthiest and safest food product and at the same time, that it is less harmful to the planet. Carefree Pulled Chickless is healthy and delicious - using simpler and plant-based ingredients produced with the know-how that enables us to create great texture and taste at the same time," shared Astrid Prajogo, founder and chief executive officer, Haofood.

"Haofood's Carefree Pulled Chickless offers a clean-label, innovative solution in the plant-based meat market. With a focus on consumer needs and a dedication to staying ahead of market trends, Haofood is setting a high bar for the industry," said Yip Hon Mun, expert - alternative protein industry, Haofood's Board of Directors.

Haofood's innovation on clean label products is also warmly welcomed by the industry association in China, "Similar to many other lifestyle essentials such as cosmetics, the plant-based food industry requires constant R&D as the great quality of the product is the key to keep consumers interested in protein alternatives. We are glad that Haofood listens well to consumers' aspiration and respond wisely by developing and launching clean-label plant-based chicken to the market. This clean-label product is exactly what our industry needs now," shared Larry Lee, founder and chief executive officer, China Plant-Based Food Association.

The key to buy-in: Changing consumer perceptions

The challenge faced by industry players is not getting consumers to try plant-based meat but getting them to incorporate it into their daily diet. For many, the perception towards plant-based meat is that it does not taste as good as real meat, and some even carry a weird mouthfeel.

Another key concern is consumers find that there is risk associated with eating plant-based meat formulated with artificial food ingredients to mimic the taste, texture, smell, and appearance of real meat. On the other hand, meat like chicken, beef, and other protein products are natural and free from additives. Even when a plant-based product meets food safety regulations, consumers are wary. Adding to that, the price point of plant-based meat is typically higher than what people are paying for real meat.

Clean-label products: Created to put consumers' minds at ease

Health-conscious consumers are increasingly turning a critical eye toward ingredients used in plant-based meat. Carefree Pulled Chickless, the clean-label plant-based meat was thus born to address concerns over taste, label, and cost.

Carefree Pulled Chickless contains zero extra added artificial ingredients. No extra added additives, preservatives, thickeners, water retention agents, MSG, flavorings, or colorings are present in this clean-label product invented by Haofood. In terms of nutritional value, consumers can be assured as Carefree Chickless is high in protein, 0 trans-fat, and guilt-free.

The pace of modern life also means that many seek convenience when making purchase decisions. For ease of cooking, Carefree Pulled Chickless comes pulled and all consumers have to do is reheat it in a microwave oven or simply pan-fried. Price-wise, the clean-label product is a clear winner as it is at par with chicken breast and around half lower than the average market price of plant-based meat products.

Three flavors to pick from Original, Xinjiang Spices, and Salt & Pepper

Carefree Pulled Chickless, is produced through proprietary extrusion technology that results in a rich fibrous structure and high-quality texturized product. The primary ingredient, peanut, naturally contains a high level of aspartic and glutamic acid, common amino acids that create an umami taste and make food taste good. Common household kitchen ingredients such as salt, pepper, chili powder, cumin, clove, and ginger have also been used to enhance the flavor of the clean-label plant-based chicken. Consumers will be spoilt for choice with three variants to select from - Original, Xinjiang Spices, and Salt & Pepper.

Starting this week, consumers located in China can try Carefree Pulled Chickless at various restaurants, such as 2060 the plant-based fast food restaurant in China located at Wanda Mall in Wujiaochang, Shanghai, and pre-order directly from Haofood's Official WeChat Store.