Shinsegae Food Launches Plant-Based Alternative Food Brand 'You Are What You Eat'

"Accelerating Alternative Food Business"
Launch of 3 Plant-Based Ready Meals Including Luncheon Kimchi Rice Bowl
Opening of Plant-Based Alternative Restaurant at COEX

Shinsegae Food announced on the 20th that it is launching the plant-based alternative food brand 'You Are What You Eat' and accelerating its alternative food business.

Shinsegae Food 'You What You Eat' Plant-Based Ready Meals 3 Types
[Photo by Shinsegae Food]

You Are What You Eat carries the meaning of "You are what you eat." The brand was created with the concept of "delicious plant-based alternatives for a better me and planet." Shinsegae Food plans to introduce ready meals and dining menus made using various alternative foods, including the alternative meat 'Better Meat' launched in 2021, as well as plant-based sauces, plant-based cheese, and oat milk developed with proprietary technology.

As the first products of the brand launch, three types of plant-based ready meals (PMR) will be introduced: luncheon kimchi rice bowl, Bolognese lasagna, and rag? rigatoni. These everyday menus are made with 100% plant-based ingredients. They require no grilling, frying, or boiling?just heat them in the microwave.

Starting with these products, Shinsegae Food aims to dominate the plant-based ready meal market for consumers who prioritize health and value consumption. On the 21st, the You Are What You Eat restaurant will open at Starfield COEX Mall in Samseong-dong, Gangnam-gu, Seoul. Additionally, the You Are What You Eat food truck, which delivers plant-based alternatives directly to consumers, will operate. The food truck will start at '2023 Seoul Beauty Week' held at Dongdaemun Design Plaza (DDP) from the 21st to the 24th and will continue to visit locations favored by the younger 2030 generation until the end of the year, serving as a mobility flagship store.

A Shinsegae Food official stated, "We plan to continuously introduce You Are What You Eat products that not only deliver delicious taste and quality but also embody health and values, so that more consumers can enjoy plant-based alternatives easily and deliciously."