Green Rebel Foods
Founded 2020 · 34 employees on LinkedIn · 4 known investors
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Green Rebel makes plant-based meat alternatives and dairy-free cheeses, including ready-to-eat and ready-to-cook products, tempeh, and dairy-free cheese, sold through bundles and family packs. Its offerings target consumers in Indonesia looking for vegan and lactose-free food options.
Also known as Green Rebel
Founders & leadership
Green Rebel Foods was founded in 2020 by Max and Helga Angelina Tjahjadi.
Investors · 4
Company profile
researched Aug 2026Green Rebel Foods is an Indonesia-based plant-based food company that develops and sells meat alternatives, ready-to-eat meals, dairy-free cheeses and tempeh. Its product line is built around branded plant protein formats marketed as Chick'n and Beev, sold in items such as beefless steak, rendang (offered in both ready-to-cook and ready-to-eat versions), crispy fried "ayam" pieces, beefless and chick'n chunks, karaage, gyoza and vegan cheddar cheese. Products are positioned around Asian comfort-food recipes recreated entirely from plants, with the company stating a mission to make plant-based food more widely available in Asia.
The company sells through its own online store, with products priced in Indonesian rupiah (for example, a 200 g beefless steak at Rp 65,000 and a 165 g vegan cheddar cheese at Rp 45,000) and offered individually as well as in discounted bundles such as a dairy-free duo pack. Alongside home cooks, Green Rebel supplies chefs and restaurants, including vegan-focused venues in Malaysia and an Asian dining restaurant, whose kitchens use its products to build vegetarian and vegan menu items. The website also publishes recipe content using the company's products.
Founding story
The company was co-founded by Helga Angelina Tjahjadi and Max; a founders' note on the website describes the stated aim of recreating Asian comfort foods entirely from plants and making plant-based food more accessible across Asia.
Business model
Green Rebel manufactures and sells branded plant-based food products to consumers through its own online shop, offering single items, bundles and multi-pack discounts, and also supplies chefs and restaurant kitchens that use the products in vegan and vegetarian menu items.
Revenue comes from product sales priced per unit in Indonesian rupiah through the company's e-commerce store, including promotional bundle pricing, with shipping and taxes calculated at checkout.
Traction
Customer testimonials on the company's site reference purchasers dating from 2020 through 2022, and the site lists chef and restaurant partners in Malaysia and an Asian dining restaurant using its products.
▸Full profile — market position, technology, go-to-market, geography
Market position
Operates in the plant-based meat and dairy alternative segment in Indonesia and neighbouring Malaysia, serving both retail consumers and foodservice kitchens.
Positioning focuses on Asian comfort-food formats such as rendang and krispi fried "chicken" rather than Western-style analogues, a range spanning meat alternatives, ready-to-eat meals, dairy-free cheese and organic tempeh, and stated resource-use reductions versus conventional meat.
Technology
The company formulates plant-based analogues of chicken and beef (branded Chick'n and Beev) and dairy-free cheeses, and states comparative environmental footprints versus animal products: Chick'n at 83% less greenhouse gas emissions, 81% less energy use and 67% less water use than chicken, and Beev at 91% less emissions, 87% less energy use and 82% less water use than beef.
Go-to-market
Direct-to-consumer online sales fulfilled from multiple warehouses, with region-specific product listings and pricing for Jakarta, Surabaya and Bali; supported by chef partnerships and ambassadors, recipe content, customer testimonials and social media promotion.
Consumers in Indonesia and the region seeking vegan, vegetarian, plant-based or lactose-free options, including home cooks, as well as professional chefs and restaurants building plant-based menu items.
Geography
Headquartered in Indonesia with warehouses serving Jakarta, Surabaya and Bali; products are also used by chefs and restaurants in Malaysia.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
In the news
▸Research sources · 1
primary sources listed
- Green Rebel Foodsgreenrebelfoods.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Green Rebel Foods do?
- Indonesian producer of plant-based meat alternatives, dairy-free cheeses and tempeh sold direct to consumers and foodservice.
- Who founded Green Rebel Foods?
- Green Rebel Foods was founded by Max, Helga Angelina Tjahjadi in 2020.
- Who are Green Rebel Foods's investors?
- Green Rebel Foods's investors include Better Bite Ventures, Teja Ventures, Unovis Asset Management, AgFunder.