Shaka Harry plant-based meat brand backed by Dhoni launches in Singapore

June 5th, 2023

Hectic lifestyles are one of the main reasons why Singaporeans choose to dine out rather than prepare meals at home. Working long hours, the proliferation of mobile devices, and the desire to improve lives and dietary habits are driving this shift, with Singaporeans outperforming the global norm in terms of meal-kit and cafe delivery services. Because an increasing number of Singaporeans choose to eat out rather than dine in, it is now easier to take pleasure in a meat-free lunch and understand which dishes may still be savoured when it comes to plant-based lifestyle. A lot of locals have been keen on adopting health-conscious plant-based meals after Singapore recently began to sell egg substitutes and plant-based pork to hotel kitchens and casual diners. 

Singaporeans are becoming more environmentally sensitive. So, veganism and plant-based food items are on offer in Singapore with high-quality products that are not only nutritional but also environmentally friendly. Perhaps that’s why Shaka Harry, a plant-based meat brand backed by cricketer MS Dhoni, has announced its entry into Singapore. The thriving brand will soon introduce 15 creative products at the Mustafa Centre. Read on to know more about this exciting move.

© Shaka Harry

A rising number of Singaporeans embrace a plant-based diet

Singapore has developed as a global hotspot for the alternative protein business, drawing international start-ups to develop and market animal-free alternatives to traditional meat products. According to a recent survey on Singaporean eating preferences, 46% of respondents stated a readiness to embrace a plant-based diet due to general health concerns, while 39% follow a flexitarian diet. In Singapore, the plant-based trend has grown at a compounded pace of more than 12% over the last four years, driven mostly by health consciousness, taste preferences, and dietary limitations due to religious or ethical grounds. Furthermore, this trend has received a phenomenal 94% positive reaction from Singapore customers. 

Shaka Harry, a plant protein brand owned by Liberate Foods Pvt. Ltd, intends to form agreements with local restaurants and food service providers in order to include its products on their menus. Furthermore, Mustafa Centre Singapore, a four-level retail center and Singapore's iconic shopping mall famed for its 24-hour market-style shopping experience and vast selection of products and services, will soon be unveiling 15 unique products. 

Singapore-based head honchos share their two cents on the subject

Mohd Saleem of Mohamed Mustafa & Samsuddin announced, “Mustafa Shopping Centre Singapore is proud to announce the launch of Shaka Harry, a plant protein company backed by the legendary cricketer MS Dhoni. Shaka Harry's innovative approach to sustainable and ethical protein production is a timely and important solution to address the challenges faced by our planet. We are excited to offer our customers access to Shaka Harry's delicious and nutritious plant-based products, and we believe that this partnership will help create a brighter and more sustainable future for all.”

© Shaka Harry

Co-founders of Shaka Harry share their insight on the move

"Expanding our business to Singapore, a country globally recognized for its commitment to promoting plant-based diets and addressing public health, environmental, and ethical issues, holds significant importance for Shaka Harry. We are confident that our products will appeal to the growing number of individuals embracing flexitarian diets and seeking healthy, delicious, and environmentally friendly food options,” said Anand Nagarajan, co-founder, Shaka Harry in a statement.

Sandeep Devgan, Co-founder of Shaka Harry, “The Government of India, along with APEDA, is actively promoting the export of plant-based food, which are highly regarded overseas due to their ethical values and contributions from food service operators and retailers.”

It appears that vegan cuisine and meat-free meals are quickly becoming popular dining options in Singapore. In fact, PETA Asia has named Singapore the second most vegan-friendly city in the area, with a growing number of vegan-friendly cafes and plant-based menus springing up around the country. Therefore, this move by Shaka Harry seems like a lucrative one for establishing a strong consumer base in the country.