Green Rebel Gets 100 Billion Rupiah Funding, Boosts Southeast Asia Expansion

One of the first startups in Indonesia’s alternative protein segment, Green Rebel, has managed to secure a pre-series A funding of $7 million, or the equivalent of 100 billion Rupiah.

This funding round was attended by several investors including Unovis, Betterbite Ventures, AgFunder, Teja Ventures, CJ Group, and Singapore-born entrepreneur Kane Lim.

The funding this time is said to be used to encourage regional expansion and new product development, ahead of the Series A funding.

Singapore is the first country outside Indonesia to be the destination of Green Rebel, followed by Malaysia, the Philippines, South Korea, and Australia, which are scheduled for late 2022.

“This new round of funding will help us expand our R&D team further and increase production, to enable us to launch into new markets in the next few years,” said Helga, co-founder of Green Rebel.

Launched in Indonesia in September 2020, Green Rebel offers a whole, plant-based meat alternative for Southeast Asian consumers seeking a healthier, flexible diet.

Green Rebel is available at more than 800 F&B companies in Indonesia including Starbucks, Ikea, and Domino, and more than 100 retailers nationwide.

Founded to Make Plant Foods More Affordable and Accessible

This pioneering work for children of the nation was founded by Indonesian couple Helga Angelina Tjahjadi and Max Mandias — both longtime vegans — who are committed to democratizing plant-based foods by making them affordable and accessible.

“Our goal with Green Rebel is to get more people open to eating plant-based more often — enabling Asian consumers to embrace a flexible, plant-centered diet,” said Helga.

Green Rebel has combined culinary expertise, nutritional know-how, and food technology to create a truly delicious plant-based meat alternative.

All Green Rebel products are curated and made from natural plant-based ingredients, and without added MSG, preservatives, and refined sugar. The result is a range of Indonesian and Asian flavors that are both interesting and appetizing in this part of the world.

All of Green Rebel’s products are carefully designed to be cooked using the different methods popular in the region, from hotpot and stir-fry to grilling, steaming, and more.

The company already has several significant food and beverage partnerships across Indonesia, working with Domino’s Pizza, Starbucks, and IKEA, as well as local chains ABUBA Steak and Pepperlunch. Green Rebel also offers its products at the Burgreens chain of factories, which Angelina and Andias also own.

Green Rebel Future Plan

Recently, Green Rebel has been launched in Singapore. Visitors can experience the unique flavors of the region, from plant-based Chinese classics such as black pepper beef and sweet and sour pork, meatless Southeast Asian favorites such as rendang and satay, and even much-loved Western staples such as steak and pasta. delicious.

Named after co-founder and head of innovation Max Mandias, this is a unique set of processes that successfully mimic the experience of eating real meat. Among these are exclusive formulations of coconut oil, water, and natural vegan spices.

Made through emulsion technology, it acts as a substitute for animal fats to achieve the distinctive taste, aroma, and freshness associated with animal protein.

“We wanted to prove that plant-based meat alternatives can be delicious and healthy,” says Max, who uses his culinary experience in Amsterdam to bring out the signature taste of Green Rebel. “The proof is in the food.”

For its launch in Singapore, Green Rebel has partnered with popular restaurants to offer diners here a delicious meal of popular dishes, using its products.

Some of these include the bestselling Meatless Rendang and the innovative Meatless Steak, as well as Beefless Cutlet, Chick’n Fillet, and Chick’n Karaage. In addition, catering company Invictus Asia will also introduce Green Rebel products into their food choices.