Vegan Junk Food Bar is the world’s first restaurant chain to be launching vegan Heppi® Ribs this week

Vegan Junk Food Bar is the world’s first restaurant chain to be launching vegan Heppi® Ribs this week

Amsterdam – The popular Dutch restaurant chain Vegan Junk Food bar is the first restaurant worldwide to be selling the Heppi® Ribs in a collaboration with meat alternative producer Ojah, who launched “The World’s First Vegan Ribs” last year December at FIE Paris.

After Ojah’s successful launch of the pea-based texture that mimics the taste and mouthfeel of slow cooked pork ribs at FIE Paris, Ojah’s next goal was to set out a launch in the Dutch Food service, before making Heppi® widely available for the FMCG industry worldwide. “Partnering with Vegan Junk Food Bar on this exciting launch was a no-brainer”: says Joeri Hollink, Head of Product Development at Ojah. “Vegan Junk Food Bar’s unique and refreshing approach to reach consumers, with high quality, plant-based dishes that make you forget about meat and put’s a smile on your face. This approach fits perfectly with Ojah’s innovative and sustainable character and the will to serve not just vegan and vegetarians, but the meat loving consumers, who are aware that we have to reduce our meat consumption.”

VJFB’s new launch

“Vegan Junk Food Bar stands for a vegan version of high quality innovative comfort food. We are very proud to be the first in the world to launch this futuristic dish on the menu. The Heppi Ribs are revolutionary and an example of how we can jointly enjoy environmental and animal-friendly food without compromising on quality, structure and taste.”: Says Mireille Sanches, Head of Marketing at VJFB. The Heppi Ribs have been launched in all VJFB stores on September 9 2020.

Heppi® Ribs

The Heppi® Ribs are made from yellow pea flour, water and seasoning. Nothing more. They contain 21% protein and are low in carbohydrates (1,2%). They come in a boneless rack, which means twice as much plant meat compared to actual pork ribs. The Heppi® ribs are juicy and tender, with a satisfying bite and spicy kick.

How are the Heppi® Ribs produced

Ojah has developed a unique technology called ‘High Moisture extrusion’. Under high pressure and temperature, water is mixed with a yellow pea flour. In the extruder, the desired texture is contained by a certain combination of friction and shearing. The process is purely mechanical, to compare to developing gluten in a dough. No (technical) additives are needed which gives Heppi® a unique minimal ingredient declaration.

Ojah

Ojah BV was founded as a start-up in 2009 and ran its first commercial production in 2010. Ojah dreams of a plant-based revolution and is stimulating the transition with the production of sustainable, plant-based protein products. As a business-to-business company, it develops and produces plant-based textures for the food industry. Ojah’s original HME ingredient, Plenti®, was one of the first of such ingredients on the market and is well-known as the highest quality ‘plant-based chicken chunks’ available worldwide. Products made with Plenti® are brought to consumers via food service channels and various large retail brands. In 2012, Ojah was awarded the title “Most innovative SME of The Netherlands” by the Dutch ministry of economic affairs. Ojah uses only European soya for its Plenti® product range. Ojah’s production site is located in Ochten, The Netherlands.

Vegan Junk Food Bar

Vegan Junk Food Bar is an award-winning concept that’s on a mission to create a positive impact on animal, environmental and human welfare.

From the growing urge to create a place where everyone could enjoy Vegan Junk Food together. The first VJFB opened up in 2017 in the monumental westside of Amsterdam, rapidly followed up by four (and counting) additional VJFB restaurants throughout the Netherlands. Around fall 2020 the first crossing border VJFB in España, located in beautiful Barcelona will open its doors.

VJFB serves tasty, sustainable, futuristic, mouth-watering, innovative Junk Food, without compromising on quality, taste and texture. sustainable Junk Food in an easily accessible and enjoyable way. Innovation is in their DNA! From colorful signature flashy VJFBurgers, Freak Fries and Zeafood to extraordinary cocktails surrounded by a vibrant culture and genuine hospitality to tickle everyone senses.