Perekrestok started selling vegetable "meat" Welldone

The Perekrestok supermarket chain has launched sales of alternative "meat" Welldone in Moscow and the Moscow region. Now it can be bought in the department of chilled products in 70 stores, Inc. told. in company.

Vegetable cutlets for burgers, homemade cutlets, as well as Bratwurst sausages appeared on the shelves. The latter are produced from an edible plant shell based on alginates, a natural polysaccharide obtained from sea brown, red and a number of green algae. This technology is used in RUSSIA for the first time, the company said. Alexander Kiselev, co-founder and CEO of Welldone, attributed the high digestibility of protein, the absence of cholesterol, as well as the familiar taste and aroma of MEAT dishes to the advantages of vegetable "meat".

“While a few years ago, the Russian consumer was prejudiced against plant-based “meat”, now for many this alternative has become a good opportunity to diversify their diet by including easily digestible proteins. In addition, the proportion of buyers who reduce meat consumption for ethical reasons is now growing,” said Tatyana Stepanova, DIRECTOR of brand and long-term loyalty of the Perekrestok chain.

In September 2020, Welldone vegetable "meat" was successfully tested and appeared in Moscow restaurants. At the beginning of 2020, the manufacturer raised 60 million rubles. from the Aintrigud Foundation (produces Ryaba mayonnaise and Hostess margarine) by Ivan Sidorok. In July, Welldone was able to raise another $1.5 million from the Russian fund Phystech Ventures and the international Lever VC to expand its product range and increase production to 130-150 tons of vegetable "meat" per month.