YouKuai Launches Rediscovering the Flavor of Sichuan with Documentary Zrou Food

SHANGHAI–(BUSINESS WIRE)–Zrou, a plant-based food brand owned by YouKuai Group International (“YouKuai”), presents “Rediscover Sichuan Flavor with Zrou”, a food documentary featuring co-founder, creative director David Laris and internationally acclaimed chef of YouKuai, and nine Chinese chefs, including Lance Yu, setting off on a three-day trip to the mountains and cities of Sichuan to experience the flavors of Sichuan. Through the fusion of Zrou and local ingredients, they try to present the most authentic Chinese plant-based culinary creativity. The documentary is now available on WeChat Channel, Bilibili and other Zrou social media channels.

The documentary, directed by young Chinese director Liu Zhonghua, explores the endless possibilities of Sichuan plant-based culinary creativity through the eyes of David Laris and his conversations with Sichuan chefs, and reveals many more inspiring stories. of Chinese chefs. Chef David picks wild vegetables from the deep mountains of Jiulonggou, goes deep into Pixian County to find the most authentic bean paste, and goes to Kuanzhai Alley in Chengdu to share his food with everyone. David Laris says: “The documentary expresses our pride in co-creating with chefs. YouKuai helps chefs play a leading role in the development of modern plant-based cuisine and we believe chefs help us make plant-based meals more delicious. China also plans to become the world leader in sustainable food with the latest five-year agricultural development plan, and Zrou is striving to become the most unique and creative brand of Chinese food among the plant protein industry. . ”

Recognizing the importance of Sichuan cuisine in China and its market potential, YouKuai established its presence in Sichuan in 2021 with the “Gaga Freedom” campaign on social media and with local partner restaurants, and has since established a partnership with 30 restaurants and 10 chefs in Chengdu, developed and launched 20 dishes, introduced its Chef Line ready-to-heat products in 10 Ito-Yokado supermarkets, and engaged hundreds of KOL/KOCs with offline tasting events and marketing in line. YouKuai plans to launch a new Sichuan series of ready-to-heat plant-based meal retail products in 2022.

As a leading plant-based food brand launched in China by YouKuai, Zrou has worked with chefs to create delicious plant-based meals with its various product lines, whether in the form of creative dishes in restaurants and canteens, or in a ready-to-heat prepackaged meal on the shelves of online and offline grocers. Zrou meals are served in more than 130 HORECA locations and 55 school/company canteens, in 18 cities across China, and its retail products are available in 18 high-end supermarkets in Shanghai and Chengdu, as well as online.

The chef-led brand and its unique approach to establishing a plant-based culinary culture in China has attracted alternative protein investors such as TRIREC, a sustainability-focused VC and early investor in the U.S.-based meat company. Hungry Planet plants, and K3 Ventures, which recently invested in YouKuai’s A+ round. K3 has only invested in a few Chinese companies, but is an early investor in unicorns such as ByteDance/TikTok, Genki Forest and JD Logistics. In protein/plant-based foods, YouKuai joins K3’s portfolio of food technology companies, which includes Next Gen Foods in Singapore, JUST and Perfect Day in the US, Redefine Meat in Israel, and others . “We are excited to be part of this journey with YouKuai and strongly aligned with their chef-led, partnership-led approach. We have great respect for Franklin and its founding team for their passion, vision and ability to scale their business through great partnerships. We believe in YouKuai and its potential to shape the future of the alternative protein space in a significant way,” said MX Kuok, Managing Partner of K3 Ventures.

About YouKuai Group International

Founded in 2019, YouKuai Group International (“YouKuai”) aims to create a holistic plant-based food and beverage ecosystem in China and reshape the global plant-based cuisine landscape, starting with Chinese consumers. at local and regional levels. The company’s goal is to create a world worthy of inheritance for future generations through protein diversification, and its mission is to empower consumers around the world to make the “gooder” (based on of plants) for a dignified world, by creating tasty foods with a “More Good” Version in all food categories currently using animal proteins, and by creating charismatic brands to appeal to more consumers in a cross-generational way. YouKuai partners with scientists and chefs to develop tasty, healthy and sustainable products with creative presentations. With other brands to come, YouKuai’s current portfolio includes plant-based protein brand Zrou with multiple product lines, and sustainable lifestyle content media brand OwnWhatYouEat. YouKuai is proud to build an active, influential, and loyal community of enthusiasts and early adopters that would accelerate the adoption of plant-based eating into mainstream consumption. YouKuai Group is a proud supporter of SDGs 3 (good health and well-being), 12 (responsible consumption and production) and 15 (life on land). In July 2021, YouKuai was recognized by the United Nations Food Systems Summit as one of the top 50 small businesses providing “good food for all”.

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