New York-based mycelium meat brand Prime Roots has revamped its whole-cut deli lineup, with meat-eaters preferring its cold cuts over conventional meat.
Prime Roots, the koji meat maker that went viral on Netflix’s You Are What You Eat, has unveiled its first product refresh in seven years.
The US startup has reformulated its deli meat alternatives to turkey and pork in response to consumer feedback. The result is a lineup that over 50% of meat-eaters prefer to leading brands of conventional cold cuts, according to third-party blind taste tests.
“Over two years and millions of slices, we’ve listened to your feedback and we’ve made our best products ever,” said co-founder and CTO Joshua Nixon. “Our new products have a meatier and tastier texture with the same nutrition and clean natural ingredients you know and love. No gluten, no soy, and absolutely no nitrates.”
The Prime Roots 2.0 range is housed in revamped packaging as well, and is available at delis and grocery stores in the US and Canada.
Prime Roots drives 20% growth in deli sales
Nixon founded Prime Roots with CEO Kimberlie Le in 2017, betting on a koji mycelium protein that it claimed could successfully mimic the flavour and texture of deli meats.
The company positions its products as “whole-food” and “clean-label” offerings, eschewing plant protein isolates and heavy processing. Koji, the national fungus of Japan and the fungi strain that powers soy sauce, miso and mirin, takes only two to three days to grow, compared to 10-plus days for other fungi and years for animals.
Prime Roots mixes whole koji with plant-based and fungi-derived ingredients to form its end products, which include turkey, ham, salami, pepperoni and bacon.
Unlike other brands, which sell deli alternatives in slices, it retails whole joints, partnering with delis and grocers to give shoppers fresh slices instead.
“As a new-school deli brand, we’ve always been committed to giving people the flavour and health benefits they expect from their favourite deli classics,” said Le. “We’re thrilled to unveil our upgraded recipes and new packaging that has been refined over years of feedback and that will drive real results.”
Its 2.0 lineup includes smoked and cracker pepper turkey, smoked and black forest ham, salami, bacon, and cupping pepperoni for pizzas. The brand is already available at delis, grocery stores and restaurants in over 30 states, and is now looking to expand rapidly.
“With some of our retail partners reporting that Prime Roots is driving 20% growth in deli sales, we’re not just taking share, we’re growing the category,” said Le.
Targeting Americans’ demand for healthier proteins
Prime Roots is targeting several key consumer pain points. Its products are a source of complete protein and packed with fibre, and being animal-free, have zero cholesterol.
Deli meats are part of the processed meat category that the WHO has identified as a class 1 carcinogen, indicating that there is sufficient evidence that these foods cause cancer. With Americans looking to cut back on processed food, which has also hurt the sales of meat alternatives, brands that offer recognisable ingredients and clear health benefits stand to win.
Research by the American Heart Association last year found that 77% of Americans would like to eat healthier. Another survey showed that 48% feel plant-based foods are healthier than animal proteins, and 36% want to eat less meat due to personal health concerns (a 7% rise since 2023).
Moreover, polling has found that half of Americans believe plant-based diets can improve health and prevent chronic illnesses, and among those who are unsure, 65% are willing to try a vegan diet if shown that it can enhance their well-being.
Prime Roots’ products are better for the planet too, linked with 91% fewer carbon emissions and 92% less water use, according to an independent life-cycle analysis. This will appeal to the 48% of Americans open to eating vegan food to reduce their climate footprint.
The startup has raised $50M to date, with mycoprotein giant Quorn also joining as an investor. It is one of several US firms using mycelium to make meat alternatives, including Meati Foods, The Better Meat Co and MyForest Foods. Even Beyond Meat, one of the industry’s leading companies, is working on a clean-label mycelium steak.
Prime Roots did not respond to a request for comment on this story.
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