To make plant-based eating fun, this M’sian vegetarian started her own ready-to-eat meal biz

Jessica Yeong has always been a vegetarian. In fact, her family ran vegetarian restaurants, giving her firsthand insights into the industry around vegetarian F&B.

Perhaps this background is why she’s known as a picky eater, always wanting her food to be tasty and satisfying wherever she goes. Yet, this can be a big challenge.

“As a lifelong vegetarian, I’ve always found it tough to get good plant-based food, especially in rural areas or overseas,” she explained to Vulcan Post.

With a background in food science, Jessica decided to solve this problem through her very own business—Vegecore.

Making plant-based eating fun

Vegecore launched fairly recently, but the idea behind it had been cooking for a while.

The motivation behind the business is straightforward—to make plant-based eating more accessible, flavourful, and fun.

The accessibility factor all comes down to convenience. With many people’s lives being so fast-paced today, Jessica felt like it was critical to make something that could actually be incorporated into Malaysians’ daily routines. That’s why Vegecore’s products can actually be eaten straight from the bag.

The founder herself shared, “I often crave a comforting meal but don’t have the time or motivation to cook.”

And she’s definitely not the only person with this pain point. That’s why there are quite a number of convenient and instant offerings in the market.

But when it comes to plant-based foods, the options begin to dwindle a little. There are certainly brands offering it, such as Pinxin Vegan Cuisine or Mushroomlah, but it’s a relatively nascent market still.

To stand out, Vegecore aims to be “flavourful and fun,” which will help break the stereotype that plant-based food is bland or “just for grandmas.”

Oftentimes, people may think vegetarian meals are only for older, religious people or specific cultural groups. And while it’s true that vegetarian food is more popular with some groups, that doesn’t mean the food is only meant for those groups to enjoy.

“Vegecore isn’t here to convert anyone; it’s just a delicious, convenient choice that’s perfect for those wanting to try something new, reduce meat intake (even if it’s just once a week), or have an easy meal on hand,” the founder said.

With that, the founder emphasised that Vegecore really is for everyone—flexitarians, meat eaters, environmentalists, busy people, outdoor adventurers, or just anyone looking for a simple way to explore plant-based options.

Offering a Malaysian lean

As mentioned, though, there are more vegetarian or vegan offerings in the market nowadays, thanks to changing habits and more focus on plant-based lifestyles.

Yet, as Jessica said, many of these plant-based options focus on Western foods such as nuggets, burgers, and sausages.

To that, Jessica wondered, “Where are the flavours that represent home, like rendang and sambal?”

“When I was studying abroad, I missed home-cooked meals so much, and without a kitchen or proper cooking facilities, it was tough to find anything close to those comforting tastes,” she said. “That feeling of missing the taste of home and wishing for an easy solution is what drove me to create these recipes.”

From there, Jessica began working with her team to experiment with different formulations. Although the team had fun with their experimentations, they also wanted to make sure the flavours felt authentic, resonating with both local and international palates.

“It took a lot of rounds of testing to get the balance just right,” she said.

Focusing on Malaysian flavours that the team felt were missing in the plant-based market, Vegecore began working with a manufacturing facility to produce its products.

Jessica ensured that the facility upholds high standards and holds certifications in food manufacturing, like FSSC 22000, ISO 22000, HACCP, HALAL, and more.

“They’re also committed to environmental initiatives, including solar panels and efficient waste management, something that was very important to us when choosing a production partner,” she elaborated.

The halal certification also ensures that Vegecore can be enjoyed by everyone.

Addressing a wider market

Beyond individuals, Jessica also aims to address businesses with Vegecore.

“Growing up in a family that ran vegetarian restaurants, I saw firsthand the challenges they faced, like how hard it was to keep food quality consistent with different chefs,” she explained.

As such, Vegecore aims to be a solution for restaurants and cafes, especially non-vegetarian eateries that want to include plant-based options without the hassle of extra prep. It’s chef-free, so they can offer quality plant-based dishes without needing specialised skills.

“We like to think of Vegecore as a solution for both customers and eateries that want convenience without sacrificing flavour,” Jessica concluded.

Priced from RM12.90 to RM14.90, Vegecore products are currently available on their website, Shopee Malaysia, and Shopee Singapore.

Creating a plant-based community

Given the “surprisingly positive” response so far, Jessica is actively working on expanding their availability.

According to the founder, several customers have noted that the taste is so good they often couldn’t tell the difference between Vegecore and traditional meat dishes.

Some also shared that Vegecore lets them enjoy traditional flavours in a plant-based form, which they appreciate for health reasons, such as having difficulty digesting meat.

Beyond expanding availability, Jessica aims to build a community around plant-based eating, which will up the startup’s market reach while increasing brand awareness.  

It also goes towards their long-term aim of educating people on how even one plant-based meal can make a positive environmental impact.

“Ultimately, I hope to see Vegecore in restaurants, cafes, and convenience stores everywhere, becoming as synonymous with plant-based options as other established brands are in their categories, like how we think of Niko Neko when we see matcha,” Jessica said.

“Ideally, Vegecore’s logo will stand for high-quality, flavourful plant-based options wherever it’s seen.”

She also aims to explore the export market to make Vegecore accessible globally. As mentioned, the business is already shipping to Singapore, marking the first step of their global ambitions.

Being a vegetarian brand comes with its own set of challenges, though, since plant-based foods often aren’t the first choice for the general public. Yet, given the market response for Vegecore, Jessica feels genuinely optimistic.

“People today are much more open-minded; they’re environmentally conscious, mindful of their meat intake, and curious to explore new options,” she said. “I believe that by making plant-based eating accessible, approachable, and high-quality, we can connect with a wider audience.”

Although the business started as a way to solve Jessica’s own problem, in doing so, she’s now enabling others to easy, enjoyable plant-based meals too. 

Featured Image Credit: Vegecore