Shinsegae Food Opens 'The Better Vecchia Enuovo' Store

Better Meat, Alternative Meat, Showcases Plant-Based Menu Items

Shinsegae Food The Better Beckia Enubo.
Photo by Shinsegae Food

[Asia Economy Reporter Song Seung-yoon] Shinsegae Food announced on the 25th that it will open a regular store called 'The Better Beckia Enubo,' where customers can experience the alternative meat 'Better Meat.'

The Better Beckia Enubo will open on the 26th in the basement level 1 of the SSG Food Market in Cheongdam-dong, Gangnam-gu, Seoul. It is a casual dining concept regular store where customers can find menus using Shinsegae Food's alternative meat Better Meat and various products. Better Meat is an alternative meat brand launched by Shinsegae Food last year. 'The Better,' a concept store with a plant-based meat deli theme, which Shinsegae Food opened in Apgujeong-dong, Gangnam-gu, Seoul in July last year, recorded over 13,000 cumulative visitors during its six months of operation. The opening of this regular store is also aimed at continuing this popularity.

Shinsegae Food introduced a regular store with a casual dining concept that incorporates Better Meat into 'Beckia Enubo' Cheongdam branch, a premium Italian restaurant brand. At The Better Beckia Enubo, customers can enjoy about 20 Western-style menu items, including popular Beckia Enubo dishes such as pasta, panini, and salad, reinterpreted by substituting meat with Better Meat, as well as menus made entirely from 100% plant-based ingredients. Various types of plant-based alternative foods such as oat beverages, vegan cheese, and spreads are also available. Various Better Meat products, including the plant-based luncheon canned ham launched by Shinsegae Food last year, cold cuts for sandwiches, and meatballs, can also be purchased.

Through this store, Shinsegae Food plans to increase consumers' positive experiences with Better Meat. Additionally, it will continue to promote the social values embedded in alternative meat, such as human health, animal welfare, and the global environment. Shinsegae Food will also continue collaboration events with brands that share these social values, along with the meal and lecture program 'Better Meeting' for companies and organizations interested in alternative meat.

A Shinsegae Food official said, "After operating the Better Meat concept store The Better, interest in alternative meat has continued, leading to inquiries about store visits and product purchases," adding, "Through The Better Beckia Enubo, we will expand consumer touchpoints for Better Meat and carry out various activities to foster it as a leading alternative meat brand."

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