YouKuai, the creators of Zrou, are the pioneers reshaping the landscape of plant-based cuisine in China. Now, the Chinese plant-based meat brand plans to make its international debut at the 2022 Plant-based World Expo, held on September 8-9 at the Javits Center in New York.
Since the brand’s conception in 2019, Zrou has been working with chefs to develop plant-based solutions at restaurants, supermarkets, canteens, and more. Working toward “a world worth inheriting” through protein diversification, Zrou strives to give consumers a “More Good” option to meat that is as tasty as it is nutritious.
Zrou is served extensively across China in over 130 HORECA locations and 55 school and corporate canteens across 18 cities. Its retail products are available both in 18 premium supermarkets and online. With a diverse product line Zrou has found a unique place in China’s food and beverage landscape, from being served at burger joints to being enjoyed in the office as ready-to-heat meals.
Notably in 2021, Zrou announced a partnership with Accor Group, the largest hospitality company in Europe and the sixth largest worldwide. As part of Accor Live Limitless, the company’s global lifestyle loyalty program, the collaboration aims to bring innovation to the hospitality dining arena. Fairmont Peace Shanghai, Fairmont Chengdu, and Sofitel Kunming are among the locations that offer signature Zrou dishes on their dining menu – expecting to follow are Raffles, Fairmont, Sofitel, Pullman, Swissôtel, Grand Mercure and Novotel hotels throughout Greater China.
Some of the products Zrou will introduce include Zrou Northern Style Buns with Shiitake and Bean Sprouts, Zrou Singaporean Curry Meatball and Rice, Shanghainese Braised Zrou Rice, Zrou Mapo Tofu and Zrou Old Beijing Zhajiang Noodles.