Ukrainian entrepreneur Andriy Cherukha recently launched vegan meat brand Eat Me At for the Ukrainian market. His first product, vegan ground meat, is made from soy and potato proteins, coconut oil, and beet juice, and koji fungus, and can be used to make meatballs, tacos, burgers, and sausages. The product is similar to the popular vegan meat brand Beyond Meat, but Cherukha says Eat Me At has a different flavor and texture compared to Beyond Meat and competitors such as Impossible Foods.
In Ukraine, the cost of Beyond Meat is nearly $35 per kilogram, while local Eat Me At is pricing its vegan meat at $17 per kilogram. “Of course, we looked up to successful colleagues from the US but we also understood that we need to make a different product to win our own fans,” Cherukha told media outlet Kyiv Post.
It took Cherukha two years to create his first product, which he developed after traveling to the US to talk to food technologists and experimented with different formulas. Like other popular vegan brands, Eat Me At’s mission is to elevate plant-based food as the optimal way to feed the world, given that it is less harmful to the environment and animals but has a similar nutrition to animal products.