Middle Eastern fast-casual brand Malak Al Tawouk has partnered with UAE-based meat alternatives producer Switch Foods to launch a new line of plant-based chicken menu items.
There are three fully plant-based options in the range — the Chicken Shawarma Sandwich, the Mexican Chicken Salad, and the Teriyaki Chicken Rice Bowl. The dishes are now available at all seven Malak Al Tawouk locations across the UAE, in addition to the chain’s menu on online aggregators Talabat, Careem, and Deliveroo.
Malak Al Tawouk says it has a strong commitment to health and innovation, claiming that healthy items now make up around 50% of its sales in the
UAE. The new partnership aims to offer the authentic taste and texture customers are used to while providing a meat-free option. The restaurant chain says it is one of the first in the region to launch a plant-based chicken alternative.
“Our partnership with Switch marks a significant step toward catering to evolving consumer preferences,” said Mahmoud Harb, Managing Director and co-founder of Yummy Junction, UAE franchise owner of Malak Al Tawouk. “Whether it’s health-conscious, environmental concerns, or simply a desire to reduce meat consumption, more people, especially the younger generation, are leaning toward flexitarian lifestyles. We believe it’s the right time for a leading brand like ours to introduce a plant-based chicken alternative that delivers on both taste and quality.”
Rooted in regional culinary culture
Switch Foods’ clean-label plant-based chicken is made from pea protein and is free of gluten, soy, and major allergens. The company’s production site, claimed to be the first plant-based meat facility in Abu Dhabi, opened in May 2023. By August of the same year, a range of meat alternatives produced at the facility had launched at retailers and food service outlets across the UAE.
In October 2023, Switch Foods partnered with Al Safadi, a Lebanese restaurant chain in Dubai, to launch four dishes made with plant-based meat.
“Our goal at Switch Foods is to make plant-based eating exciting, accessible, and rooted in regional culinary culture,” said Edward Hamod, founder and CEO of Switch Foods. “This launch with Malak Al Tawouk shows that plant-based chicken can deliver on both flavor and satisfaction across a variety of meals, from shawarma to salads to rice bowls.”
