Green Rebel Foods secured US$12.5 million as Indonesia’s first plant-based meat startup scaled regionally

Green Rebel Foods, which claims to be Indonesia’s first plant-based meat startup, has secured US$12.5 million in new investment, valuing the company at close to US$18 million, according to local media reports.

• Green Rebel Foods has raised US$12.5m, valuing the company at nearly US$18m.

• Total capital raised has reached approximately US$15m, including a US$7m pre-Series A round completed in April 2022.

• The company has expanded through foodservice partnerships with brands including Starbucks, Ikea and Domino’s.

The funding round, equivalent to around Rp 209.8 billion (US$12.5 million), has brought Green Rebel Foods’ total capital raised to approximately US$15 million. This total includes a pre-Series A round of US$7 million completed in April 2022.

Founded in October 2020 and headquartered in Indonesia, Green Rebel Foods has focused on producing plant-based meat alternatives inspired by Asian cuisine. Its product range includes plant-based versions of regional dishes such as rendang and satay, developed around familiar local flavors rather than Western-style meat analogs.

The company operates in a market where plant-based meat adoption remains at an early stage, shaped by concerns around sustainability, health and food security. Indonesia’s large population and diverse culinary traditions present both opportunity and constraint, particularly given the cultural centrality of meat in many diets.

Green Rebel Foods has expanded beyond direct-to-consumer retail through partnerships with major foodservice and retail brands. The company has worked with international names including Starbucks, Ikea and Domino’s, alongside a growing network of restaurant partners in Singapore, using established foodservice platforms to reach consumers.

Foodservice partnerships have played a central role in the company’s expansion, providing access to volume and visibility while reducing reliance on standalone retail launches. The approach has allowed Green Rebel Foods to introduce plant-based products within familiar menu formats and test consumer response at scale.

Indonesia represents a significant market for plant-based protein companies, driven by urbanization, rising incomes and interest in alternative diets among younger consumers. At the same time, entrenched consumption patterns and price sensitivity continue to shape demand, placing pressure on companies to balance taste, affordability and functionality.

Green Rebel Foods’ near-US$18 million valuation following the round underscores continued investor interest in plant-based protein businesses built around regional cuisines, even as global funding conditions for food-tech startups become more selective.

The funding has followed a period of expansion through multinational foodservice partnerships across Southeast Asia and has brought Green Rebel Foods’ total capital raised to US$15 million.