The First Group, known for launching and managing some of the region’s most successful F&B brands, has entered into a partnership with Switch Foods
This collaboration aims to revolutionise dining experiences by introducing a diverse range of delicious and sustainable plant-based options across The First Group’s F&B portfolio, encompassing 35 restaurants like Aaliya Shisha Lounge, Alloro Ristorante, Beastro, Brambles, Ikigai Resto & Bar, Local, MasterChef, the TV Experience, Risen, Soluna Beach, The Blacksmith Bar & Eatery, Village Bistro, The First Collection at Jumeirah Village Circle, and Millennium Place Marina. These options will also be available for in-room dining and on select hotel pool menus.
The First Group’s Family of Restaurants, renowned for its culinary excellence, is set to elevate its menu offerings with Switch Food’s exceptional plant-based products. Switch Foods, acclaimed for its delectable range of plant-based meats renowned for taste, texture, and sustainability, aims to introduce a wider audience to its succulent plant-based kabab, kafta, soujuk, and other regionally tailored products.
The Switch Menu will be featured across The First Group’s diverse dining outlets, with The Blacksmith Bar & Eatery now offering a Vegan Switch Burger and Vegan Switch Nachos on its menu, complementing its reputation for grilled BBQ meats and bold smokehouse flavors. Aaliya Shisha Lounge presents Switch Dawood Basha and Vegan Kafta Wrap for those craving Mediterranean flavours, while Brambles highlights its Switch Vegan Burger, Vegan Switch bolognese pasta, and meatball curry.
Switch Foods, a local start-up, endeavours to transform eating habits by providing delicious, healthy, and sustainable plant-based meat alternatives that celebrate local cuisines and are 100% clean-label, GMO-free, soy-free, allergen-free, gluten-free, vegan, and halal-certified.