ESPECIALLY FOR CHEFS
“We have created a whole new food experience, one that allows chefs to express their creativity in ways that traditional meats don’t”. Having made its debut in Hong Kong and Macau on 24 June, TiNDLE is available at a diverse selection of 16 F&B brands across the Hong Kong, including 2 Michelin-starred Bo Innovation helmed by celebrity chef Alvin Leung; POEM by Le Comptoir, a Bali-inspired restaurant in the city that is Michelin-recommended; Second Draft as well as Alvy’s and establishments under the Young Master Brewery Group.
TiNDLE is not only incredibly tasty and nutritious, it’s also better for the planet: requiring 74% less land, 82% less water while also producing 88% less greenhouse gas emissions compared to traditional chicken. Comprising only 9 ingredients, TiNDLE uses simple, non-GMO and non-novel ingredients, all made of plants and guaranteed no-nasties. TiNDLE Thy is antibiotic- and hormone-free, contains no cholesterol, yet contains 17g of protein per 100g.
“What makes us special is Lipi, made from plants, this helps recreate everything we love about chicken – the taste, the aroma, the texture, and of course the cookability and versatility of it.”, according to Marc Jolly, Growth Director for TiNDLE in Asia.
“WE’RE MADE WITH CHEFS, FOR CHEFS”
“From the very beginning we involved chefs in the design process to make sure we created a product that made sense for them,” he added.
“WE LOOK TO OUR CHEFS AS TRAILBLAZERS”
TINDLE ENABLES OUR FOODSERVICE PARTNERS TO BE PART OF THE EVER-CHANGING FOOD SCENE”
“We represent the growing consciousness towards sustainable lifestyles, and the conviction and optimism about facing the future and being part of this vibrant moment,” said Wayne. From their Singapore launch, TiNDLE discovered that 9 out of 10 of their consumers were meat-eaters trying to reduce their meat consumption. With Hong Kong also being one of the more plant-based developed markets, the trend of restaurants taking up plant-based alternatives is unmistakably gaining momentum.
“TiNDLE isn’t just for vegans and vegetarians. We are here for people who enjoy eating meat. We’re not going to address the broken food system unless we get the meat eaters on board,” Wayne continued.
Following its initial launch with 19 restaurants across Hong Kong and Macau last week, TiNDLE will continue conducting a series of events by collaborating with more restaurants and brands to keep the momentum and excitement going.
“Food Made Good is the perfect platform to connect with food providers and partners seeking solutions like TiNDLE,” shared Marc. They are excited to meet and work with brands and restaurants, and be part of a community that is helping make Hong Kong’s food system more sustainable, one delicious bite at a time.
This interview was conducted on July 7th 2021 when we were known as Food Made Good HK, prior to our rebranding to Future Green.