Salman Khan Promotes Riteish Deshmukh’s Mock Meat Company ‘Imagine Meats’ On Bigg Boss 14 Finale

22 February 2021

Last night, Bollywood’s two idols - Riteish Deshmukh and Salman Khan brought the topic of mock meats to the larger Indian audience on the finale of Bigg Boss Season 14.

The stage for the finale was graced by Deshmukh who announced the launch of his upcoming plant-based protein company ‘Imagine Meats’. He pointed out the benefits of plant-based meats as being good for one’s health, the environment and animals.

Salman Khan mentioned that he relished the mock meats during a testing by Imagine Meats on a farm. He shared that the "vegetarian meats" tasted exactly like chicken and mutton. Moreover, Salman Khan highlighted that mock meats can be a good source of protein for vegetarians who aren't familiar with the taste of meat and can now enjoy it in a vegetarian form.

"This is the best form of protein with that non-vegetarian taste," he said.

Imagine Meats is co-founded by Riteish Deshmukh and his wife Genelia D'Souza Deshmukh. The company was established to make mock meats a "guilt free indulgence". They plan to launch chicken and mutton mock meats for "anybody seeking the taste of meats without the guilt of environment and public health impacts," as shared by Genelia Deshmukh on the brand's Instagram page.