Product details

Next Gen Foods, co-founded by Timo Recker and Andre Menezes, launched plant-based chicken brand TiNDLE, in Singapore in 2021. TiNDLE was created in collaboration with chefs and by chefs so that it could be used in multiple culinary applications. The co-founders witnessed that consumers demand for plant-based meat had increased due to health concerns and environmental awareness. Two big brands like Impossible Foods and Beyond Meat were already on the market with plant-based chicken products. Seeing the market opportunity and product research, TiNDLE strategically made international expansion and offered its products across the UK, the US, Germany, Malaysia, the Netherlands. Although the brand made several efforts, the overall plant-based category was only 2% of the meat/protein retail market. However, with a strong portfolio of collaborations, creative tactics, and long-term sustainable goals, TiNDLE tried to overcome the challenges. Would TiNDLE be able to succeed in its plans to emerge as a global plant-based food brand?