Indonesia’s Green Rebel Partners with Starbucks Malaysia and Nando’s Singapore

Green Rebel, an Indonesian food technology startup, has recently partnered with renowned quick-service restaurants (QSRs) including Starbucks Malaysia and Nando’s Singapore as part of its strategic growth plan. The company plans to expand its presence in the Asia Pacific region.

These partnerships come ahead of Green Rebel’s series A financing exercise, scheduled towards the end of 2023.

“Our collaboration with Starbucks Malaysia is truly exciting as it represents a tribute to the rich culinary diversity found throughout Asia. We are thrilled to showcase the vibrant array of local flavors that take center stage in this region,” expressed Max Mandias, co-founder of Green Rebel and Chief Innovation Officer.

Green Rebel, the plant-based food technology startup, was established in Indonesia in September 2020. The company’s primary goal has been to provide plant-based meat alternatives to individuals seeking a healthier flexitarian diet.

As a part of the Burgreens Group, a prominent plant-based food store chain in Indonesia, Green Rebel has rapidly expanded its presence across multiple countries. It currently operates in more than 1,800 distribution points in Indonesia, Singapore, Malaysia, and South Korea, including well-known establishments such as Starbucks Indonesia, IKEA Indonesia, Nando’s Singapore, and recently, Starbucks Malaysia.

Having successfully launched in Singapore as its first market outside Indonesia in March 2022, Green Rebel has continued its expansion into Malaysia in December 2022 and South Korea in April 2023.

“We have always envisioned Green Rebel as a global company from day one,” stated Helga Angelina Tjahjadi, Chief Executive Officer and co-founder of Green Rebel.

“Our approach to development focuses on personalization, and we selectively collaborate with partners in both the B2B and B2C sectors who share our vision and business philosophy,” Helga adds.

Since its inception, Green Rebel has been offering whole-cut, plant-based meat alternatives to cater to the growing demand for healthier dietary choices. By partnering with leading QSRs like Starbucks Malaysia and Nando’s Singapore, Green Rebel aims to make its products more widely accessible to consumers.

“Throughout the past years, we have observed an increase in flexitarianism, which encourages the consumption of primarily plant-based foods while limiting the intake of meat and other animal products, particularly in Asia,” Helga expressed.

Green Rebel secured a significant US$10 million pre-A round of funding to fuel its ongoing regional expansion in 2022, setting the stage for its upcoming A series financing.

In line with its expansion plans, Green Rebel is set to make its presence known in the Philippines and Vietnam starting in August. Moreover, the company is partnering with a regional airline company to introduce vegan options infused with Southeast Asian flavors.