Why alt-meat brands like Anew are looking to Asia for growth

Established in 1993, OTS Holdings Limited is a brand builder and food manufacturer with a strong niche in ready-to-eat and ready-to-cook meat products; its key markets are Singapore and Malaysia.In 2022, the company established a new trading subsidiary, OTS International Pte Ltd, to consolidate distribution of all products, including its new plant-based products. One such product is Anew, a 100 per cent plant-based brand that is made in Singapore and which reinvents the humble luncheon meat staple in three flavours: BBQ, black pepper and classic.“Anew is born out of a desire to inspire global consumers to make better choices for their health, starting with the adoption of a plant-based diet,” Ong Bee Chip, managing director of OTS Holdings, told Inside Retail.According to Ong, Anew sets itself apart from its counterparts in the market by having the lowest calorie and fat content, as well as highest in protein and fibre levels.“Our brand seeks to turn guilty pleasures into nutritious mainstays that the whole family can enjoy. Our product is highly versatile and can be used to whip up both Asian and Western style dishes,” he added.The brand also claims to be non-GMO, cholesterol-free and trans-fat free, with a long shelf life of three years if unopened. The luncheon meat is designed to be ready-to-eat.Ong Bee Chip, managing director of OTS HoldingsThe plant-based marketplaceOng believes the alternative protein plant-based market, which is estimated to be worth $36.61 billion by 2029, will be heavily influenced by Asia’s large population and increasing appetite for meat and protein. “Since the global food system accounts for 26 per cent of current global greenhouse gas emissions, investing in alternative proteins is one future as it has one of the biggest impacts on decarbonization, with the highest CO2 savings per dollar of any sector,” he noted. According to research agency, Research Dive, the global plant-based meat market is expected to hit US$68.4 billion by 2027, with a high compound annual growth rate (CAGR) of 19.1 per cent from 2020-2027.  The Asia Pacific region will account for almost half of the global market to reach an estimated US$30.9 billion for the same forecast period. “For companies to address climate change, the alternative protein plant-based market is a natural progression for them, and consumers will pick it up gradually over the years,” Ong said. Globally, beef and chicken are the most popular alternative meat types, except for Asia where beef and pork are the most popular formats. One of the key insights from OTS International’s research is the opportunity for plant-based products to incorporate pork alternatives to capture market share in the Asian marketplace.In Singapore, there is a high interest in pork and chicken formats, as customers are looking for mince meats, strips, luncheon meat, cubes and diced pieces.A spirit of innovationWhile alternative meat might be new territory for OTS International, the company has a strong track record of experimentation.“Our late founder, Mr Ong Tuan Seng, always carried an innovative spirit. In fact, he was the one who came up with the idea of infusing XO brandy into Chinese waxed sausages, and his innovation proved to be our bestselling waxed sausage formulation to date,” Ong said.The company has come a long way since then, and has expanded its manufacturing capabilities and product categories to items such as delicatessen, sausages, canned luncheon meats, canned stewed meats and festive meats.It was back in 2019, that the management team decided to embark on exploring alternative proteins based on the existing capabilities it had. After two years of countless trials and errors, Anew was born.“Since launching the brand into the Singapore retail market in June, we have observed a healthy demand from consumers who are seeking healthier alternatives to their staple canned (luncheon) meat, as well as flexitarians, and vegetarian consumers who are religion-motivated (typically Buddhist),” Ong stated.He noted that flexitarians and vegetarian consumers have a higher acceptance of new plant-based products and are more willing to try new products.Ong explained that the on-ground consumer sentiments that they have gathered from roadshows and sampling activities were consistent with their focus group studies and consumer insights. “When it comes to trying plant-based products, Singapore consumers are motivated by health reasons and taste. They are seeking healthier, better products versus their usual ones, without sacrificing taste. Many of them have expressed willingness to switch to our brand,” he said.Future plansThe company plans to venture into new plant-based launches that are slated to get underway during the fourth quarter of this year.Interestingly, Ong is closely tracking and studying the demand and sales for Anew as he ponders embarking on the halal certification and vegetarian/vegan certification process.“What most consumers don’t see, is the resources and investments for halal certification and vegetarian/vegan certification, but we are studying trends closely to ensure that any investments required for halal/vegan certification will be fully maximised,” he said.The company is targeting the 25-45 year old demographic in the Malaysia and Singapore market. Consumers who are health conscious, cook at home frequently and who are on the lookout for plant-based alternatives are the main target.Ultimately, Ong believes that by switching to a more plant-based diet, consumers will be making a discernible difference towards the environment by reducing their meat intake and contributing to the global sustainability agenda.“Swapping out your weekly luncheon meat consumption with our brand will result in a reduced environmental resource utilised,” he concluded.