Livekindly Collective, a New York-based company that operates several vegetarian food brands like Oumph! and The Dutch Weed Burger, has launched two new plant-based meat brands in China, marking its foray into one of the world’s fastest-growing markets for alternative proteins.

Named Giggling Pig and Happy Chicken, each of the two brands features seven products, including a seasoned minced dish, dumplings and several mushroom-based delicacies, which are designed to appeal to Chinese tastes, Livekindly said in a statement Friday.

Livekindly said the products went on sale Friday, targeting Gen Z consumers, a group that is relatively more likely to embrace lifestyles they consider healthier and less detrimental to the environment, according to the statement.

Since March 2020, Livekindly has raised $535 million to fund acquisitions of plant-based food brands and its international expansion plans that see China as a key growth driver.

China’s plant-based meat market was worth nearly $1 billion in 2018 and has been growing at a double-digit pace since 2015, according to a report by the Good Food Institute, a nonprofit organization.

Contact reporter Ding Yi (yiding@caixin.com) and editor Heather Mowbray (heathermowbray@caixin.com)

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