Riteish Deshmukh credits Genelia as motivation for veganism, announces 'Imagine Meats'

Riteish Deshmukh and wife Genelia Deshmukh have partnered for ir new business venture 'Imagine Meats' a plant-based meat foods company. actor couple turned vegetarian four years ago and has placed bets on plant-based meat trends as ir company aims to launch plant-based kebabs, biryanis, curries and several or products in coming months. y have collaborated with US-based global ingredients manufacturer Archer Daniels Midland (M) and Good Foods Institute to bring out products under ir Imagine Meats brand.

Giving an insight into motivation behind company, actor Riteish Deshmukh took to Twitter to share a long te detailing how he h been encourd to take this step despite being a hard-core n-vegetarian until four years ago. He revealed that products by Imagine Meats are well researched and are a great "guilt-free" alternative to meat. For uninitiated, plant-based meats aim to replicate taste, texture, feel and nutrient content of animal-flesh (meat) of chicken, goats (mutton) etc.

Have a look:

Re | Anushka Sharma & Riteish Deshmukh react to viral video, tweet "faith in humanity restored"

In a statement by co-founders, both Genelia and Riteish have emphasized invation as essential to improve environmental and public health impact of consuming meat. 

Genelia Deshmukh said, "As a mor, and as a citizen of India and world, I have always been focused on kind of planet we are leaving behind for our children. Seeing firsthand invation underway in global food industry, Riteish and I were encourd to take this big step and bring to you delicious foods that are so much better for planet. We want Imagine Meats to be choice for anybody seeking taste of meat, without guilt of environmental and public health impacts - just as it will be for our own family. It is our mission to make world kinder and safer for our children, and this is a great start.”

Re | Riteish Deshmukh turned pink with embarrassment on st of 'CCL'; Here's why

Riteish Deshmukh also candidly spoke about one of major roblocks for meat-eaters and called himself a "happier vegetarian" and said that he would rar imagine meat than eat it. Plant-based meat has become a trend globally because of rise in veganism as vocated by many celebrated personalities all over world.

Re | When Riteish Deshmukh and Abhishek Bachchan 'designed' Katrina Kaif's outfit; Re here

Re | When Riteish Deshmukh confessed who he truly loves to Genelia; WATCH