Nestlé tailors plant-based Harvest Gourmet brand for Chinese market debut

09 Dec 2020 --- Nestlé has made its official plant-based food debut in China with the launch of Harvest Gourmet, its nutritious plant-based food brand. The Swiss food giant also inaugurated its first plant-based production line in Asia, a facility located in Tianjin that will primarily manufacture a wide variety of plant-based products under the brand.

The full list of products comprises of chicken nuggets, kung pao chicken, braised meatballs, braised pork belly, sausages and a spicy wok. The products, all of which are plant-based, are a spin on classic Chinese dishes and have been designed to cater to the Chinese diet in three main scenarios: family dinners, late-night overtime and three-generation families.

Rashid Qureshi, Chairman & CEO of Nestlé GCR, says that China is an essential global market with a long and distinguished food culture. 

He notes that the launch of Harvest Gourmet’s products not only introduced more high-quality and healthy food choices but, together with the full operation of Nestlé’s new Tianjin production facility, demonstrate Nestlé’s long-term commitment to the China market and to propelling the country to the forefront of plant-based development.

Nestlé’s move comes at a time of surging interest among Chinese consumers for healthy, flavorsome and environmentally-friendly meat alternatives. More consumers than ever are seeking a balanced and flexible, and healthy diet.

Plant-based food remains a brand-new market in China, and the idea of closely imitating the taste of actual meat such as pork and chicken, is seen as relatively novel. 

The Harvest Gourmet plant-based products are created using technology perfected in Europe over three decades combined with a deep understanding of Chinese consumers and their culinary needs, says Nestlé.

Nestlé’s move comes at a time of surging interest among Chinese consumers for healthy, flavorsome and environmentally-friendly meat alternatives.Available in retail stores
The launch of Harvest Gourmet marks the beginning of an innovative new era of localized plant-based food in China. 

Harvest Gourmet’s official flagship store will officially open on Tmall later this month. There are also plans to gradually enter Hema offline stores in Beijing and Shanghai.

As many consumers tend to have their first ‘plant-based food’ experience in an out-of-home environment such as a restaurant or café, the launch of products for foodservice customers forms a crucial part of Harvest Gourmet’s category strategy.

Based on harvest
Gourmet’s plant-based formula closely imitates the authentic taste of meat, and the products are suitable for use in both Chinese and Western cuisines. Harvest Gourmet products represent an ideal choice for restaurants, cafes, caterers and other food-related businesses looking to introduce tasty and healthy plant-based cuisine to their customers, according to Nestlé.

Chinese food culture traditionally puts a great deal of emphasis on the perfect combination of color, aroma and flavor.

Guests at a recent Nestlé event called “Unleash the Good of Plant-Based Food” got to see Nestlé’s interactive sensory experience zone highlighting key attributes of the Harvest Gourmet brand. 

Chef Mr. Shuwei Lin and Senior nutritionist Yuzhi Zhu were also at the event to share their perspectives on the advantages of plant-based food. 

Edited by Gaynor Selby