Green Rebel Gets 100 Billion Rupiah Funding, Boosts Southeast Asia Expansion
Singapore is the first country to be a destination for expansion
One of the first startups in the Indonesian 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, the 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 the end of 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 Rebels offers a whole, plant-based meat alternative for Southeast Asian consumers seeking healthier, flexible diets. Green Rebel is available at more than 800 F&B companies in Indonesia including Starbucks, Ikea and Domino, and more than 100 retailers nationwide.
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 truly delicious plant-based meat alternatives. 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 a number of 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.
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 want to prove that the alternative plant-based meat 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 eateries to offer diners here a delicious meal of popular dishes, using its products such as its bestselling Meatless Rendang and its innovative Meatless Steak, and Beefless Cutlet, Chick'n Fillet and Chick'n Karaage. In addition, catering company Invictus Asia will also introduce Green Rebel products into their meal choices.
One of the pioneers in the alternative protein segment in Indonesia is Green Rebel. This pioneering work of the nation's children was founded by Max Mandias and Helga Angelina - a couple of activists who practice healthy and environmentally friendly eating patterns in Indonesia. They became the first food technology startup in Indonesia to produce plant-based meat and cheese. “Michal and Simon believed in us and our potential from the start, through all the ups and downs” said Helga Angelina, co-founder of Green Rebel.
"One of the most important things that we see in Green Rebel is the local concept offered. Among the many restaurants that offer alternative protein concepts with a "western food" style, Green Rebel comes with a more local approach, using traditional menus, " said Michael.
In the coming months, Green Rebel meat will be featured in other restaurants including speakeasy Dragon Chamber restaurant, Indonesian coffee roastery and cafe Tanamera Coffee, and casual cafe Grain Traders. Green Rebel will also partner with multi-label F&B lifestyle center The Refectory for a special menu for the bi-monthly artisanal bazaar that lasts in late April. Green Rebel will be distributed exclusively by leading food solutions provider, Indoguna Singapore in worldwide F&B cities, and in the next few months, retail packages aimed at home cooking will be launched to consumers