How Switch Foods is redefining plant-based eating in the UAE

Since its inception over a year ago, Switch Foods is addressing the key challenges typically associated with plant-based products—taste, texture, and affordability—while working to develop alternatives that meet consumer expectations and compete directly with traditional meat in the Middle East and North Africa (MENA) region.

Supported by the UAE government’s strong advocacy for the alternative protein sector, Switch Foods has benefitted from growing awareness about the health and environmental advantages of plant-based diets.

The company has also received guidance from Mariam bint Mohammed AlMheiri, former UAE Minister of Climate Change and Environment, a leading proponent of sustainable food systems transformation.

In collaboration with prominent partners such as Al Safadi, Paul Café, The First Group, Emirates Airlines, and The Millennium Hotels & Resorts Group, Switch Foods is curating exclusive plant-based menus aimed at offering consumers a healthier and more sustainable dining experience.

To gain further insight into the nascent yet growing alternative protein industry, Gulf Business speaks to Edward Hamod, CEO and founder of Switch Foods.

Q. What factors are driving the revolution in alternative proteins?

The revolution in alternative proteins is driven by several key factors, as demonstrated by the rapid growth of the global meat substitutes market. A primary driver is the growing consumer awareness of the impact of dietary choices on health. Health-conscious consumers are increasingly opting for plant-based proteins due to their numerous benefits, such as zero cholesterol, around 55 per cent lower fat content, and the absence of hormones and antibiotics.

Additionally, the high clean protein content in these plant-based options appeals to physically active individuals. The opportunity to consume high-protein foods that are low in fat, nutritious, delicious, and easily digestible is a significant advantage. Environmental and sustainability concerns are also a major factor, as traditional meat production is associated with a large carbon footprint and high water usage. In contrast, plant-based alternatives have a far lower environmental impact, further encouraging the shift in consumer preferences.

Q. Can you describe the current state of the alternative protein industry?

The alternative protein industry is experiencing rapid global expansion, with annual double-digit growth. In the Middle East and Africa, the market is expected to reach $1.1bn by 2028, according to a report in Current Developments in Nutrition.

A study by Ventures Middle East found that 56 per cent of F&B consumers in the GCC are demanding plant-based options, spurring local innovation and product development. The pandemic reinforced trends in healthy eating, leading to a sustained shift towards plant-based, flexitarian, and vegan diets.

The market caters not only to vegans but also to a growing number of consumers reducing their meat and dairy intake for health, ethical, and environmental reasons. The GCC, with its young, educated, and engaged population, is experiencing a significant shift towards healthier and more responsible eating. As demand increases, shops and restaurants are diversifying their offerings to include more plant-based options.

Q. What steps are necessary to build a sustainable and competitive alternative protein sector?

Building a sustainable and competitive alternative protein sector requires a multi-faceted approach. First, understanding local consumer tastes and preferences is crucial. Culinary traditions, habits, and palates vary by region, so products must be developed to cater to these local and regional preferences. Additionally, plant-based products must excel in taste and texture, providing a similar experience to traditional meat. Achieving price competitiveness with conventional meat is also essential to ensure a smooth transition for consumers, which necessitates significant investment in research and development.

Scaling production to meet rising demand while maintaining affordability is critical. Establishing local manufacturing facilities can reduce costs and lower environmental impact.

Collaborating with the hospitality and F&B industry is another key step in integrating plant-based alternatives into mainstream food culture, expanding market reach and driving growth in the sector.

Lastly, public awareness and education about the benefits of plant-based diets are vital for consumer acceptance and demand. This can be achieved through extensive educational campaigns, often led by government authorities in more advanced markets.

Supportive government policies and incentives can further accelerate growth by facilitating research, ensuring strict quality control, and promoting sustainability initiatives.

Q. What barriers and challenges is Switch Foods addressing to ensure the future viability of alternative proteins?

One of our main challenges is consumer education. Many people remain unaware of the benefits of plant-based alternative proteins. To address this, we invest in educational campaigns that highlight the health, environmental, and ethical advantages of adopting plant-based diets.

Another significant hurdle is consumer adoption. Some individuals are reluctant to try plant-based alternatives due to concerns about taste and texture. To overcome this, we continuously innovate to improve the sensory experience of our plant-based meats, ensuring they taste and feel as close as possible to traditional meat. Our products are made using pea protein, which offers a comparable amino acid profile and high-quality protein content, making them nutritious, delicious, and widely accessible.

Cost is also a challenge. Historically, plant-based products have been more expensive than their animal-based counterparts. To mitigate this, we are focused on reducing costs by optimising our supply chain, investing in local production facilities, and adopting sustainable manufacturing practices.

Q. What technologies and innovations has Switch Foods deployed in its products and processes?

Switch Foods is dedicated to innovation, as reflected in our unique product range. Our products are primarily made from pea protein, which provides an excellent amino acid profile and high digestibility. They are GMO-free, and free from soy, allergens, cholesterol, gluten, lactose, hormones, and antibiotics, while also being high in protein and low in fat. This makes our products both healthy and suitable for individuals with dietary restrictions.

Recognising the importance of catering to local tastes, we focus on creating products that reflect regional preferences, such as plant-based Kafta, Kabab, Soujuk, Minced Meat, and Burger Patties.

We use advanced technologies—many developed in-house—to craft plant-based meat alternatives that closely replicate conventional meat in appearance, taste, smell, and cooking methods. This ensures consumers enjoy familiar flavours and textures while also making healthier, environmentally conscious choices.

We are committed to transparency, using only 100 per cent plant-based and natural ingredients, and providing clear labelling that informs consumers about our ingredients, nutritional content, and sourcing.

Q. Can you provide insights into the cost structure of your products and how you manage pricing?

Managing the cost structure of our plant-based products requires a strategic focus on affordability and local production. One of our main challenges is the high cost of sourcing ingredients internationally, which can lead to higher prices for consumers. To address this, we have established a production facility in KEZAD, Abu Dhabi, enabling us to source many of our ingredients locally and reduce supply chain costs. This approach not only reduces dependency on imports but also supports the local economy, lowers production costs, and ensures product freshness.

Our cost management strategy also includes implementing sustainable and energy-efficient production practices. By prioritising waste reduction and optimising energy use, we are able to keep operational costs down without compromising on quality.

In addition, continuous innovations in product formulation allow us to further refine our cost structures, keeping our offerings competitively priced. These efforts are aimed at making our plant-based products more accessible, thereby promoting healthier and more sustainable dietary choices among consumers.

Q. What is Switch Foods’ ultimate goal in terms of market share and industry presence?

Our vision is to become the leading provider of plant-based meat alternatives in the MENA region and beyond, making these affordable and tasty options accessible to everyone.

In our pursuit of expanding our brand, we are actively partnering with hotel chains, restaurants, airlines, catering companies, and retailers to ensure consumers have access to plant-based options. We have already secured collaborations with Al Safadi, Paul Café, The First Group, Emirates Airlines, and The Millennium Hotels & Resorts Group to curate exclusive plant-based menus, providing a healthier and more sustainable dining experience.

In the retail and e-commerce markets, our products are available at over 200 retail locations across the UAE, including major stores like Spinneys, Waitrose, and Carrefour. Online platforms such as Talabat, Careem, and Kibsons also feature our products. We have signed multiple distribution agreements and commenced export and distribution operations to broader markets in Lebanon, Qatar, and Kuwait. We are in advanced discussions to expand production into Saudi Arabia to address the growing demand for sustainable and healthy foods among its young and educated population.

Our strategy centres on product innovation tailored to local tastes, educating the public on the benefits of plant-based diets, and offering sustainable alternatives that are both delicious and nutritious.

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