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Burgrill introduces The Green Meat Pounder in association with Greenest Foods

Thursday, October 7, 2021, 18:00 Hrs  [IST]
HBI Staff | Hyderabad

Burgrill India, renowned for serving gourmet grilled burgers and other healthier alternatives introduces The Green Meat Pounder in association with Greenest Foods. With this launch, Burgrill India, becomes the first homegrown QSR Chain to introduce plant-based meat burgers for their patrons in India.  The offering is set to revolutionize the consumption pattern of the non-veg fast-food industry overall.


The Green Meat Pounder co-created by Burgrill India and Greenest Foods will be at par with animal-based meat on the nutritional level and holistically even better for our environment. The plant-based patty ingredients consist of isolated soy protein, chickpea protein and a blend of plant-based fibers, and much more to replicate its aroma and taste of chicken.


Elaborating further on this launch, Shreh Madan, Co-Founder & Head of Marketing, Burgrill India says “We are thrilled to finally introduce the Green Meat Pounder for our patrons. We are extremely confident about our latest offering; we have been dedicatedly working on this launch for over a year now. From finding the right ingredients to the perfect tenderness and juiciness to our patty that can be grilled to perfection for our audiences. We have tried various versions of the plant-based meat patty before we finalized this one specially curated according to our needs and demands by Greenest Foods.  Since our inception, we have been working towards introducing a signature pounder for our vegetarian consumers, and today I feel immensely proud to announce the launch of The Green Meat Pounder. Healthy, Scrumptious, and at par with any non-veg burgers in terms of taste and flavors i.e. in sync with our signature dishes. In keeping with our core philosophy of serving fresh, wholesome, and most importantly healthy options the green meat patty will be grilled to perfection for each order. With the launch of The Green Meat Pounder, we wanted to cater to an audience i.e. fast-growing and eco-conscious. We are taking the dine-in and delivery experience of enjoying gourmet like healthy burgers a notch higher. Needless to say, the price points will be economical and the taste will be at par with other signature pounders of Burgrill’s menu offering. 



We are glad that we found a partner in Greenest Foods who understands the needs of our consumers and is a homegrown brand like ourselves. They created a product that is highly nutritional and maintains the highest food standard. The Green Meat Pounder will be initially launching in Delhi NCR. However, after understanding the responses of our audiences, we will be introducing it to the other markets as well.”


On this association, Gaurav Sharma, CEO, Greenest Foods expresses his views “We are excited to bring the plant-based meat experience to patrons of Burgrill. The Green Meat Pounder is India’s first plant-based chicken burger which vegetarians and non-vegetarians can enjoy alike. Not only does it perfectly replicate the taste, juiciness, and texture of a chicken burger but is also significantly healthier for our planet and its people in comparison to conventional meat burgers. Besides, The Green Meat Pounder is priced on par with its chicken counterpart so as to help people make the switch from a meat-heavy to a plant-based diet easier."


"We feel that owing to Burgrill’s millennial-centric brand appeal and loyal consumer base, it is uniquely positioned to launch this concept and lead consumer adoption for plant-based meats. For GREENEST, this is a first in the series of branded collaborations with India’s most loved brands across cuisines so as to trigger the wider adoption of plant-based meats across the country," Sharma added.


Sharing insights on this launch, Varun Deshpande, Managing Director, Good Food Institute India says “Plant-based meats are at the forefront of a smart protein transformation globally, and this launch by Burgrill and GREENEST is an exciting indication of the category's potential in India. Providing delicious, innovative options for meat-craving consumers will usher in a new era of 'eating for the planet' by making a simple switch - an urgent imperative as we race to push back on climate change and public health crises. That influential food brands like Burgrill are leading the charge in bringing plant-based meats to Indian consumers is a further sign of confidence in the sector, and that's a major win for people and planet."


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