ZUS Coffee Taps Green Rebel for Major Plant-Based Menu Rollout Across Malaysia

Yvonne Chang
Jul 7
2 min read

With more than one-fifth of its population actively looking to reduce meat consumption, Malaysia’s food scene is hitting a new inflection point. Responding to this demand, the nation's largest local coffee chain, ZUS Coffee, has launched a significant plant-based menu in partnership with the pioneering Indonesian food tech company, Green Rebel.

The new menu has been introduced at over 200 ZUS Coffee locations, initially rolling out across the states of Terengganu, Kelantan, and Pahang. The move signals a powerful collaboration between two tech-driven regional players aiming to make plant-based eating more accessible, familiar, and convenient for the mainstream consumer.

*Green Rebel: A Southeast Asian food tech startup creating Asian-flavored, whole-cut plant-based meats since 2020.*

A Menu Blending Innovation with Local Flavours

The collaboration introduces a ready-to-eat menu designed to appeal to the Malaysian palate. It features three core dishes powered by Green Rebel’s mushroom and soy-based proteins: a classic Nasi Rendang Padang, a fusion Rendang Spaghetti, and a Creamy Mushroom & Truffle Pasta.

Green Rebel

Green Rebel’s products are known for their proprietary "Rebel Emulsion Technology," which uses an emulsion of coconut oil, water, and natural plant-based seasonings to replicate the texture and mouthfeel of animal meat.

ZUS Coffee

For ZUS Coffee, a Halal-certified chain renowned for its rapid growth and digital-first approach, the partnership is a strategic step towards offering a more inclusive and sustainable menu.

Meeting a Growing Consumer Demand

This launch is backed by compelling market data. A 2024 survey from the Good Food Institute (GFI) APAC confirmed that 21% of Malaysians plan to limit their meat intake. Health remains a primary driver, with a 2023 GlobalData poll revealing that 59% of the nation's consumers perceive plant-based alternatives as being healthier than conventional meat.

Crucially, the GFI survey also found that restaurants are the most common channel for consumers trying plant-based meat for the first time (40%), making the ZUS Coffee partnership a key vehicle for market penetration and consumer education.

This initiative builds on the work of a vibrant and multi-faceted local ecosystem. On the consumer product front, brands like Mushroom Lah have cultivated a following by creating plant-based versions of beloved heritage dishes like rendang. At the same time, the industry's infrastructure is advancing significantly with the launch of The Mylky Way by Pure Mylk, Southeast Asia's first dedicated innovation hub for plant-based beverages. Positioned as a collaborative enabler, the facility provides other F&B brands with access to advanced formulation, testing, and aseptic production capabilities, signalling a new level of maturity for the regional market. Meanwhile, digital platforms such as KindMeal.my continue to be instrumental in driving discovery and trial by connecting consumers with restaurants offering meat-free options.

*Mushroom Lah's ready-to-eat Mushroom Rendang, now shipping nationwide. Made with shiitake mushrooms and a blend of traditional spices. Simply pour, heat for 30-60 seconds, and serve.*

The ZUS Coffee and Green Rebel partnership is a definitive sign of the plant-based sector's maturation in Malaysia, moving beyond niche markets to capture the attention of mainstream food giants and the everyday consumer.