Kindness plant-based food company looks for brand partners

Kindness, a Thailand-based plant based food startup, is looking to expand the market for alternative proteins through new brand partners.

Kindness, a pioneering plant based food tech company, is looking to partner with like-minded brands that desire to innovate within the plant based protein space.  After two years of ongoing research and development, Kindness held its first sampling night for opinion leaders and food industry professionals to showcase its current product iterations.

The Kindness team offers more than 30 years of combined experience in plant-based food production, developing products for versatility and catering to a spectrum of cuisines, textures and flavours. 

Alternative protein market is growing

The market for alternative protein is set to reach at least $150bn by 2030 favoured by eco-conscious consumers concerned with dietary ethics and solutions to the climate crisis. Kindness highlights the potential for a 1% market capture.  With 300 unique formulas at the ready, the brand says it is primed to fill a need for individuals looking for new vegan products or longing to buy vegan protein. 

For Kindness, more product options mean greater competition with animal protein and, thereby, a more rapid change to the structure of the human diet, saving the planet in the long term.  

Kindness Founder Mike Yang

Kindness founder Mike Yang describes how the brand has ignited an outpouring of support.  “We’re honoured to be in discussion of collaborations with multiple start-up brands and established brands across the globe.  We see the ‘made with Kindness.’ label on all products that feature our formulation, and we know the ‘Kindness’ movement is well underway.”

Kindness collaborates with companies who innovate in their ingredients, process and equipment but who, above all, share the values of health and sustainability.  Their website states that the pursuit of happiness need not be at the expense of others.

Mike’s own journey into vegetarianism began on fishing trips as a child when he couldn’t bring himself to thread live worms on hooks. Then, in the summer of 1998, his family caught a snapper that would forever change the trajectory of his life.  “As I watched the fish lying in a shallow puddle of water in the laundry sink gasping for air and waiting to be gutted, I had my epiphany, my lightbulb moment: sacrificing another life for my own pleasure no longer makes sense. That was the last piece of meat I ate," he said.

Kindness serves a growing base of consumers who have encountered similar realisations in their own life. These individuals may eat an exclusively whole food plant-based diet, or simply want to cut back on their meat consumption.  “We are more than just food. Kindness is a way of life we hope to inspire in people, a value that can ultimately resonate with the masses because everyone is born kind.  “It’s not doing something for someone else because they can’t, but because you can," adds Mike. 

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