Shinsegae Food Opens Korea's First Plant-Based Meat Deli 'The Better'

Introducing Over 50 Menus Using Alternative Meat 'Better Meat' and Plant-Based Alternative Foods

[Asia Economy Reporter Eunmo Koo] Shinsegae Food announced on the 14th that it has opened Korea's first plant-based meat deli, 'The Better,' to expand consumer experience with alternative meat and promote its social value.

Opening on the 15th in Apgujeong Rodeo Street, Gangnam-gu, Seoul, The Better is a pop-up store where customers can experience various menus using plant-based alternative foods, including Shinsegae Food's alternative meat product 'Better Meat.'

In line with the concept of Korea's first plant-based meat deli, The Better features a European Newtro style Butcher Zone inside the store. In the Butcher Zone, customers can directly purchase various products such as sliced ham 'Cold Cut,' introduced when Shinsegae Food launched the alternative meat brand 'Better Meat' in July last year, as well as recently developed meatballs, ground meat, and sausage patties, all in an atmosphere reminiscent of a sophisticated butcher shop.

In the Deli Zone and Beverage Zone, customers can enjoy over 20 alternative meat menu items, including sandwiches, salads, paninis, and plates made with soft-textured 'Bologna Cold Cut,' 'Mortadella Cold Cut' that replicates the savory taste of meat fat using only plant-based ingredients, and 'Schinken Cold Cut' flavored with herbs and spices, as well as chili con carne made with 'Better Meat' ground meat. Additionally, more than 30 menus and products made from plant-based alternative foods such as cookies and cakes made with alternative egg whites, oat beverages, vegan bread, vegan cheese, dressings, and sauces are available for experience.

Shinsegae Food plans not only to provide positive experiences with alternative meat through The Better but also to actively promote its social value. To this end, graphics, stickers, and posters conveying the social values of 'Better Meat' such as 'Human Health,' 'Animal Welfare,' and 'Environmental Sustainability' are installed throughout the store, and eco-friendly goods such as T-shirts made from recycled plastic, reusable cups, and eco-bags are also showcased.

Shinsegae Food will hold invitation-only events for alternative meat stakeholders from the 15th to the 29th, then expand operations to general customers starting on the 30th. Furthermore, from August, a celebrity lecture series called 'Better Class' will be held to promote the social value of alternative meat.

A Shinsegae Food official said, "The Better will be actively utilized not just as a pop-up store to promote the alternative meat business but as a space to inform consumers about the better world that can be achieved through alternative meat," adding, "Through this, we plan to expand the alternative meat market and nurture Better Meat as a leading brand in the alternative meat market."

This content was produced with the assistance of AI translation services.