WNWN Food Labs, the food tech startup focused on cocoa-free chocolate, has won ‘Best Demo’ in the Häagen-Dazs Start-Up Innovation Challenge.
The contest, organized by food innovation network EIT Food, focuses on finding solutions to crucial issues in health and environmental sustainability.
Häagen-Dazs innovation challenge
last month, the London-based WNWN showcased its innovative product at the Arras Technical Center in France — the innovation nucleus for the Häagen-Dazs brand. WNWN brought forward nine different culinary applications using its unique cocoa-free chocolate, with a spotlight on three iterations of a chocolate hazelnut ice cream.
WNWN Founders | Courtesy
“The numbers don’t lie: chocolate itself generates more emissions per kilogram than dairy, so switching just that one ingredient dramatically reduces ice cream’s overall carbon footprint without requiring any other production changes,” WNWN CEO Ahrum Pak, said in a statement. “Our cocoa-free chocolate is a simple one-to-one replacement for the chocolate formats General Mills currently uses.”
The unique cocoa-free chocolate produced by WNWN originates from plant-based ingredients, such as legumes and cereals, thanks to its proprietary fermentation process. This allows the company to craft a product that mirrors the qualities of conventional chocolate, while being vegan, caffeine-free, gluten-free, palm oil-free, and lower in sugar.
Chocolate-free chocolate
According to an internal lifecycle analysis, WNWN says its dark chocolate generates 80-90 percent fewer greenhouse gases than traditional chocolate, mitigating deforestation, habitat destruction, and unfair labor practices. In light of climate change threatening cocoa crops, WNWN’s innovative solution addresses concerns over potential chocolate shortages and increasing prices.
WNWN chocolate | Courtesy
In May, the company debuted its first vegan version of milk chocolate. It tapped tiger nuts to recreate the creamy dairy-like texture.
WNWN raised more than $5 million in a Series A funding round in March after debuting its chocolate-free dark chocolate last year.
Both coasts have now had a taste of cultivated meat as chef José Andrés served Good Meat’s cultivated chicken last night after Upside Foods debuted its chicken in San Francisco last week.
In a tribute to the “godfather of cultivated meat,” Willem van Eelen, a select group of diners in Washington, D.C. were among the first in the U.S. to enjoy the first-ever sale of Good Meat’s cultivated chicken following its USDA approval.
Honoring cultivated meat’s history
The historic meal took place at China Chilcano, a restaurant by celebrated chef José Andrés, who honored van Eelen’s centennial birth anniversary with his specially created dish, “Anticuchos de Pollo” at the event last night.
Good Meat at China Chilcano | Courtesy Ana Isabel Martinez Chamorro
Van Eelen, a Dutch researcher and prisoner of war, dedicated his life to creating a sustainable alternative to traditional meat production. He envisaged a world where meat could be grown from cells, not animals. Among those sampling Andrés’ creation were van Eelen’s daughter, Ira, and his grandson, Kick, who continue to champion the cultivated meat cause.
The charcoal-grilled cultivated chicken dish, featuring anticucho sauce, native potatoes, and ají Amarillo chimichurri, arrived just two weeks after Good Meat, a subsidiary of food technology company Eat Just, Inc., obtained U.S. regulatory approval to sell its chicken to American consumers. The public will have a chance to taste this revolutionary dish later this summer, with limited servings available weekly by reservation only.
‘People are going to be talking’
“I am proud that Good Meat is launching with José Andrés, beginning a new tradition of how Americans will eat meat in the many decades ahead. I am also humbled that our company can honor Willem van Eelen’s lasting legacy at this centennial celebration,” Josh Tetrick, co-founder and CEO of Good Meat and Eat Just, said in a statement.
“The big day is here, the chicken is here, and people are going to be talking,” Andrés said. “This is a first for the history of humanity.” Andrés said he chose the Peruvian concept for the debut as “Peru is a country of many civilizations at once.”
Chef Dominique Crenn served the first USDA-approved cultivated chicken in the U.S. | Courtesy Upside Foods
Van Eelen’s family also praised the moment. “I am grateful that a promise my father made decades ago has come true,” said Ira van Eelen. “I’m so happy we can stop talking about it and go eat it, because tasting is believing. This is the meat we love and trust, just made in a better way.”
The dinner follows just days after chef Dominique Crenn served Upside Foods’ cultivated chicken at her Bar Crenn in San Francisco. Both Good Meat and Upside Foods received USDA approval late last month.
Swedish vegan seafood startup Hooked Foods, has raised more than one million Swedish Kroner (€644,000) via a crowdfunding campaign on Crowdcube.
Hooked Foods says that it reached its financial goal, entering the overfunding phase after its first day on Crowdcube. The brand raised €5m ($5.5m) in venture financing last year from firms including Oysterbay, Big Idea Ventures, and Brightly.
The new funding will be used to develop a new range of products and expand across the entire Nordic region. It is also expanding its presence into Germany.
‘Continue to drive innovation’
‘We are overwhelmed by the support we have received from our investors and the community, which clearly indicates the strong demand for our plant-based fish substitutes,” Tom Johansson, CEO of Hooked Foods, said in a statement. “With the funding we have secured, we will continue to drive innovation and provide sustainable and delicious alternatives for fish lovers worldwide.”
Courtesy Hooked
Hooked Foods has intensified its efforts to establish partnerships with leading food distributors. Its recent collaboration with Ooha, a prominent sales agency with expertise in the German market, showcases its commitment.
A spokesperson for Ooha highlighted the exceptional potential of Hooked Foods, “After carefully evaluating the vegan seafood market in Germany, it was evident to us at Ooha that we should seek a brand with tremendous potential,” the agency said. “After extensive exploration and discussions with several vegan seafood companies, it became clear that Hooked possesses all the key ingredients for success. With their talented team, strong brand, and top-notch products at competitive prices, Hooked stands out as the ultimate challenger ready to conquer Germany.”
Global vegan seafood market
The global plant-based seafood market is exploding’ it’s expected to see a CAGR of 30.4 percent through 2027 — with a global market valuation of $1.3 billion expected by 2031.
Courtesy
“To lead and build a new category requires a lot and we have been able to achieve this performance by a combination of innovative products and an attractive brand,” Johansson said last year.
“We have always been radically focusing on working with scalable recipes and technology, so now when we have nailed the proof of concept in Sweden, we are more than ready to enter new markets and scale our impact for a healthier ocean.”
Stockeld Dreamery, the Swedish alternative dairy startup, is expanding its presence in the United States with a new partnership in New York City.
Stockeld has teamed up with New York City’s iconic Ess-a-Bagel to offer customers a plant-based sandwich featuring Stockeld Dreamery’s non-dairy cream cheese. This collaboration marks Ess-a-Bagel’s first-ever foray into plant-based sandwiches in its 47-year history.
‘Healthier and more sustainable foods’
“I am personally responsible for this [Ess-a-Bagel] partnership, having cornered, stalked, and politely pushed this New York institution to partner with us,” Sorosh Tavakoli, CEO and co-founder of Stockeld Dreamery, said in a statement.
“When I finally got to meet Melanie, whose aunt initially started the company, we hit it off immediately! We could instantly appreciate the contrasts between the new meeting tradition and the newcomer meeting the established. We could also instantly find alignment and energy in the desire to push boundaries to deliver healthier and more sustainable foods to the masses,” Tavakoli said.
Stockeld launched a vegan feta cheese in 2021 | Courtesy
Visitors to Ess-a-Bagel’s 3rd Avenue store can now indulge in the “Fire in the Hole” sandwich, featuring Stockeld Dreamery’s cream cheese. Additionally, customers can opt to add this cheese alternative to any bagel, with two flavor options available: Smoked Paprika & Chili and Garlic & Herbs.
Stockeld Dreamery’sStockeld Dreamery Makes Good On Ambition To Launch Plant-Based Cream Cheese non-dairy cream cheese has already gained popularity at three other esteemed New York City establishments: Ground Support Cafe, Kossar’s Bagels & Bialys, and Zucker’s Bagels & Smoked Fish. Soon, it will also be launching at Zaro’s Family Bakery, further expanding its reach across the city.
Novel vegan cheese
Stockeld Dreamery’s ambitious cheese project was made possible by a successful €16.5 million Series A funding round in 2021. This financial support has allowed the company to accelerate the expansion of its team and product portfolio, fueling its mission to revolutionize the cheese industry.
Oatly’s new cream cheese is available across the U.S. | Courtesy
The cream cheese from Stockeld Dreamery is crafted using a unique blend of fermented chickpeas and lentils, complemented by ingredients like coconut oil and spices. Launched last year after more than two years of product development, the company aims to provide a plant-based alternative that rivals traditional dairy cream cheese.
It joins a growing vegan dairy cream cheese category that’s expanding beyond nuts and soy as the base. In March, Israel-based food tech start-up, ChickP Protein, Ltd., announced it had also developed a chickpea isolate that can be used in making plant-based cream cheese.
Last month, Swedish oat milk brand Oatly announced that its oat-based cream cheese was available nationally across the U.S. for the first time.
Making good on its promise following its USDA approval last month, California’s Upside Foods has debuted its cultivated chicken at Bar Crenn in San Francisco.
Upside Foods, along with fellow California-based cultivated meat producer Good Meat, received the first USDA approval to sell cultivated meat last month. Diners got their first taste of Upside’s cultivated meat on Saturday in partnership with chef Dominique Crenn’s Michelin-starred Bar Crenn in San Francisco.
First cultivated meat served in the U.S.
To celebrate the USDA approval, Upside Foods held a contest last month, inviting the winners to attend the tasting. In addition to the historic meal, contest winners also got a tour of Upside’s Engineering, Production, and Innovation Center (EPIC), which it says it can produce 400,000 pounds of cultivated meat annually. The dinner was hosted by Chef Dominique Crenn and Upside Founder and CEO Dr. Uma Valeti. The event showcased the potential of cultivated chicken to revolutionize the way we consume meat.
Upside Foods chicken delivered to Bar Crenn. | Courtesy
Upside says its cultivated chicken will be regularly available at Bar Crenn through a series of ongoing Upside dinner services, scheduled to commence later this year. This partnership between Upside Foods and Chef Crenn represents a shared vision for a more sustainable and conscientious future of food.
“The landmark sale of Upside’s cultivated chicken at Bar Crenn officially marks cultivated meat’s debut into the U.S. market,” Dr. Uma Valeti, CEO and Founder of Upside Foods, said in a statement. “It represents a giant leap towards a world where people no longer have to choose between the foods they love and a thriving planet. I can’t wait for more people to get their first bite – it’s a magical moment that inspires an exciting world of new possibilities.”
‘The first meat that I feel good about serving’
For Chef Crenn, the event holds particular significance as it marks the reintroduction of meat to her menu since its removal from Crenn Dining Group’s restaurants in 2018. At that time, she took a stand against the detrimental effects of conventional meat production on the planet.
“It’s truly an honor to serve Upside’s cultivated chicken at Bar Crenn and introduce cultivated meat to the U.S.,” Crenn said. “It’s the first time meat has made it back on my menu since 2018 because Upside Chicken is the first meat that I feel good about serving.”
Upside Foods’ first menu appearance at Bar Crenn | Courtesy
During the historic meal, guests enjoyed Upside Foods’ cultivated chicken fried in a Recado Negro-infused tempura batter, accompanied by a burnt chili aioli. The dish was served in a handmade black ceramic vessel adorned with Mexican motifs and Crenn’s logo and was garnished with edible flowers and greens sourced from nearby Bleu Belle Farm.
Crenn says the dish reflected the global benefit that Chef Crenn sees in cultivated meat. “From its exquisite flavor and texture to its aroma and the way it cooks, Upside Chicken is simply delicious, and it represents a significant step towards a more sustainable and compassionate food system,” she said.
Cultivated meat will also be available on the East Coast as chef José Andrés is expected to serve Good Meat’s cultivated chicken in his Washington D.C. restaurant soon.
Synonym, a leader in designing, developing, and managing commercial-scale biomanufacturing facilities, has launched Scaler — the first free online techno-economic analysis (TEA) tool exclusively for fermentation.
The creation of Scaler is geared towards propelling the growth of biomanufacturing. Synonym says Scaler can help businesses forecast their operational and production expenses at an industrial scale.
The tool simplifies the process for businesses to comprehend the requirements to construct and operate at a scale that could bring their bio-products to the mass market.
The tool follows Synonym’s $6.3 million Pre-Seed funding round last October.
Forecasting manufacturing costs
The inception of Scaler is Synonym’s answer to the complex and costly challenge of forecasting commercial-scale manufacturing costs, a hurdle often faced by businesses in this space. The initiative is freely available to the synthetic biology community. And Synonym says it aims to demystify techno-economic analysis, facilitating companies to plan their commercial trajectories and manufacturing strategies effectively.
Photo by Talha Hassan on Unsplash
“Fermentation holds immense potential across many different applications from food to materials and chemicals,” the company said in a post shared to Medium. “In order to unlock this potential, companies must build long-term plans, including a manufacturing strategy, to accurately forecast their costs of production. But determining commercial-scale manufacturing costs has been a complex and costly challenge that companies in this space have always faced.”
Scaling fermentation tech
Scaler’s initial launch supports techno-economic modeling for aerobic, aseptic fermentation processes. Synonym’s team intends to incorporate more technologies and molecule types into Scaler over time, solidifying its place as the market’s most comprehensive, free TEA tool.
Photo by Louis Reed at Unsplash.
Scaler allows users to adjust more than 50 parameters in their models, involving variables linked to fermentation, feedstock, media, downstream processing, financing assumptions, among others. Users are then provided with a bespoke report containing key insights about their process, including capital expenditure and cost of goods sold breakdown, sensitivity analysis, bankability analysis, co-location analysis, and facility sizing matrix, among other critical details.
The development of Scaler is an integral part of Synonym’s broader vision, the company says. After the launch of Capacitor.bio last year, a directory cataloging all existing fermentation capacity, Synonym concluded that the current capacity is insufficient.
Large-scale biomanufacturing infrastructure requires benchmarks and underwriting which are currently non-existent in synthetic biology. Synonym says tools like Scaler are instrumental in establishing a new asset class in biomanufacturing infrastructure, providing crucial metrics and milestones that potential investors need to consider.
The new venture capital fund, Joyful Ventures, has unveiled a formidable $23 million climate venture fund to propel the transition of the colossal $1.5 trillion global animal protein sector toward sustainable food practices.
The Joyful Ventures fund is helmed by Milo Runkle, Jennifer Stojkovic, and Blaine Vess, who all bring a wellspring of knowledge in alternative protein. It marks the first LGBTQ and woman-led protein fund.
Runkle, a prominent advocate for food system reform and alternative protein pioneer, founded and led the nonprofit Mercy for Animals for more than two decades, facilitating partnerships with corporate giants including Walmart, Nestlé, and McDonald’s, bringing welfare improvements to more than 2 billion animals.
Stojkovic, a celebrated figure in food-tech innovation, has been a powerhouse in tech industry circles, working alongside stalwarts like Google, Microsoft, and Meta. A best-selling author and founder of the Vegan Women Summit, she is an influential angel investor and advisor to some of the industry’s largest plant-based brands.
Vess is an experienced entrepreneur and investor, who brings a history of startup success and extensive investment experience having backed over fifty early-stage companies.
Pre-seed B2B focus
The launch comes amid a challenging VC climate as 2023 has seen a significant reduction in investor support following an investment surge of $329 billion in 2021 and 2022. But the founders say they see great opportunity amid the down market; hey plan to invest the fund in disruptive and innovative pre-seed and seed-stage global startups specializing in a broad spectrum of technologies including plant-based, precision fermentation, mycoproteins, molecular agriculture, and cultivated technologies, with an emphasis on B2B opportunities.
Bluu Seafood’s cultured fish | Courtesy
“We’re not just passively investing in promising sustainable food technology startups,” Stojkovic said in a statement. “Our team is fully committed to leveraging our expertise, powerful network, and industry insights to nurture our portfolio companies, guiding them towards growth and success. Not many in the industry have access to the industry’s top founders and CEOs at their fingertips like our team. This kind of connectedness and mentorship experience is invaluable for our founders.”
“We believe that the global movement toward food transformation is expanding and accelerating. The future is full of multi-billion dollar, world-changing sustainable protein companies whose founders face critical challenges, particularly in the pre-seed and seed stages,” Vess said.
The fund is supported by an advisory team and LPs, comprising global industry founders and CEOs from diverse backgrounds including Bjorn Oste, Co-Founder of Oatly, Dr. Sandhya Sriram, CEO of Shiok Meats, Ryan Bethencourt, Co-founder of Indie Bio and CEO of Wild Earth, and Arturo Elizondo, CEO of EVERY.
‘Investing in global transformation’
“We are not just investing in companies; we are investing in global transformation,” Runkle said. “We are proud to champion entrepreneurs forging a future where nutritious, sustainable food is universally accessible.”
Ivy Farms cell-cultured meat | Courtesy
As the climate crisis increases, Joyful will focus on preventing more greenhouse gases “rather than trying to deal with the carbon, methane, and the nitrogen that we’re creating,” Stojkovic said. “[L]et’s prevent it from happening by changing what is on our plates,” she said.
According to data from Boston Consulting Group investing in plant-based protein is 11 times more impactful from a climate investment perspective than EVs, it’s three times more impactful than decarbonizing cement, and four times more impactful than green building, and yet, Stojkovic says “that’s where you keep continuing to see most of the investments go. If you are interested in investing in climate, and you want real, scalable, quick solutions, there’s nothing better than food.”
Czech food tech startup Mewery has debuted what it says is a one-of-a-kind burger made from a blend of cultivated pork and microalgae cells.
According to Mewery, the innovation marks a new milestone in the cultivated meat sector meat as the company continues to develop more ethically sourced and environmentally friendly meat products at lower costs than other cultivated meat products.
‘Easily surpasses the taste of traditional plant-based burgers’
“Currently, 48 pigs are killed every second around the world, amounting to 1.5 billion animals a year. They produce 14.5 percent of all emissions, which is even more than all the transport in the world. Our goal is to try to reduce these numbers dramatically,” Roman Lauš, founder of Mewery, said in a statement.
Courtesy
“Our burger tastes delicious and easily surpasses the taste of traditional plant-based burgers,” he added.
The new burger was showcased during a cultural event in Czechia where a vast majority of attendees — more than 90 percent — indicated their willingness to taste the burger. But dye to E.U. regulations, public tastings of cultivated meat are not allowed. The E.U. has not approved any cultivated meat for sale.
Mewery could help to change that, Lauš explained. “We are working with the Czech government on the so-called ‘non-employee’ tastings, which could be possible as early as next year,” he said.
Regulatory approval focus
The company is putting the bulk of its attention to more welcoming markets for approval, namely the U.S. and Singapore markets, which are currently the only two governments that have given cultivated meat the green light. The USDA gave final approval to Good Meat and Upside Foods last week. Mewery says it expects its approval within the next two years.
Good Meat Courtesy Eat Just
Mewery launched in 2020 with support from the U.S. accelerator Big Idea Ventures. The company’s proprietary technology replaces the need for fetal bovine serum (FBS), commonly used in cell-culture growth, by using engineered microalgae growth factors to stimulate mammalian cell growth.
The startup demonstrated the effectiveness of its cutting-edge method with a pork and microalgae prototype last February. Mewery claims this process slashes costs by up to 70 percent compared to traditional FBS methods, making lab-grown meat more competitive with animal meat.
German biotech firm Bluu Seafood has announced $17.5 million in a Series A funding round. It also announced that it has applied for scientific approval to distribute its cultivated seafood products in the U.S.
The Hamburg-based startup’s Series A funding round totals $17.5 million. Funding was led by Sparkfood, a subsidiary of Sonae, and LBBW Venture Capital GmbH. Other contributors to the round include SeaX Ventures, Manta Ray, Norrsken VC, Delivery Hero Ventures, IFB Innovationsstarter GmbH, and Be8 Ventures.
U.S. approval
Bluu Seafood plans to use this capital to pursue regulatory approval in the U.S. for its debut products — fish fingers and fish balls. The company is currently in the process of prototyping salmon sashimi and salmon and rainbow trout fillets derived from non-GMO Atlantic salmon and Rainbow trout cells.
A portion of the Series A funding will be directed towards enhancing R&D capabilities, as well as initiating production in a yet-to-be-constructed pilot plant in Hamburg.
Bluu co-founders Dr. Christian Damman,
Dr. Sebastian Rakers, and Simon Fabich | Courtesy
Bluu’s U.S. approval request marks the first application of its kind from a European company that specializes in cultivated seafood to the U.S. Food and Drug Administration. The approval process is projected to take between nine and twelve months.
That application announcement follows on the heels of the recent USDA final approval granted to Good Meat and Upside Foods, two California-based cultivated meat companies now cleared for sale in the U.S. Bluu Seafood also has an application in Singapore, anticipating approval for its lab-grown fish products there by 2024. Singapore became the first country to approve cultivated meat in 2020.
Cultivating fish
Originally named Bluu Bioscience, the company emerged in 2020 from the research of Dr. Sebastian Rakers, who examined disease outbreaks in aquaculture fish species in order to develop treatments. While aquaculture is considered a potential remedy to combat overfishing, it is a high-pollution, energy-intensive method of fish production.
Courtesy Bluu
The company says its cultivated fish all come from a “one-time” biopsy that does not kill the fish. The company then harnesses stem-cell technology to grow the fish cell lines in a lab setting.
The company unveiled its first products last August — a combination of cultivated fish and plant proteins in fish sticks and fish balls.
In a bid to address some of the most pressing challenges in biomanufacturing, the startup Hyfé has closed an oversubscribed $9 million Seed investment round.
Hyfé’s Seed funding round was spearheaded by Synthesis Capital, with further participation from The Engine, Refactor Capital, Supply Change Capital, Overwater Ventures, X Factor Ventures, and Alumni Ventures. This new funding brings the company’s total investment to $11 million, which includes a similarly oversubscribed pre-seed round.
Hyfé plans to use the funds to advance select commercial partnerships, double its staff, and make strides toward pilot-scale technology demonstration. Rosie Wardle, co-founder and partner at Synthesis Capital, will join the company’s Board of Directors.
‘As pivotal as the invention of the steam engine’
“Biomanufacturing has the potential to solve some of the most pressing challenges facing humanity, but first it needs to be made economically viable,” Michelle Ruiz, co-founder and CEO of Hyfé said in a statement. “We are building a solution that addresses a fundamental bottleneck for the bioeconomy just as it’s reaching an inflection point. This historic moment is as pivotal as the invention of the steam engine, the age of science and mass production, and the rise of digital technology.”
The Hyfé Team | Courtesy
Hyfé is uniquely positioned in the sector, leveraging its considerable experience in wastewater treatment and fermentation-enabled waste valorization to develop feedstocks from food processing wastewater.
This abundant and largely untapped source of carbon holds significant potential in the fight against climate change and resource management, providing an opportunity for food and beverage manufacturers to reduce wastewater treatment costs and improve water resilience. Biomanufacturers, on the other hand, gain access to more sustainable, affordable feedstocks.
Future feedstocks
The sector currently accounts for up to 1.5 percent of global greenhouse gas emissions. By extracting nutrient building blocks from wastewater, Hyfé transforms them into easy-to-metabolize feedstocks, overcoming key hurdles in alternative feedstock development, such as compositional variability, availability, and lack of data.
Harvesting soy | Courtesy Pixabay
“The future bioeconomy will be worth at least $4 trillion, and up to $30 trillion globally. We have a timely opportunity to propel this growth through the development of cost-efficient and sustainable feedstocks,” said Wardle.
“We’re thrilled to support Hyfé, a leader in the biomanufacturing revolution, in their next phase of growth, applying their technology to power the development of more sustainable products across sectors through bioproduction. This is something the world desperately needs to reduce our dependence on fossil fuels, revitalize the manufacturing sector, strengthen our supply chains, and improve our health and environment.”
BetterBrand, the food tech industry startup tackling refined carbs, has set a record for the highest Series A valuation posted by a female founder in venture history.
Using groundbreaking technology to disrupt the $12 trillion refined carb market, BetterBrand is now valued at $170 million pre-money following its $6 million Series A funding round. Since its inception in 2021, BetterBrand has successfully raised nearly $10 million in funding, firmly cementing its position as a force to be reckoned with in the food tech industry.
The Series A valuation is more than double that of leading tech giants Facebook, Stripe, and Tesla. BetterBrand’s founder Aimee Yang is one of only 150 solo female founders to raise a Series A higher than $5 million.
‘Proving that the impossible is possible’
The recent funding round was led by VERSO Capital and saw participation from a host of notable investors including the Gaingels Fund, Seven Seven Six by Alexis Ohanian, and Craft Lane. Other individual contributors included venture capitalist Chris Hollod, Cruise Founder, and CEO Kyle Vogt, and investors Jeff and Glenne Azoff.
Aimee Yang, CEO and co-founder BetterBrand has made fundraising history. | Courtesy
The company’s growth potential, innovative technology, and appeal to the investor community have also attracted attention from Sean Thomas of the Wendy’s family, and actors Patrick Schwarzenegger and Emmy Rossum.
“We are absolutely thrilled about this next chapter for BetterBrand to support our rapid global expansion and continued innovation,” Yang said in a statement. “This is yet another example of how our mission — proving that the impossible is possible — is demonstrated through practice, and touches not only our product innovation but the massive potential of Better’s power and scale.”
The Series A funding comes as the company is experiencing significant growth. It reported an 800 percent year-on-year growth rate between 2021 and 2022 and is set to see similar growth in the coming year.
BetterBrand’s signature product, The Better Bagel, outperformed all other new products in the Natural retail channel in 2022 and made a successful debut in the retail sector with a global launch at Whole Foods Market in Q3 2022, racking up sales exceeding $1 million in the first five months.
Better carbs
Yang is aiming to do for the refined carb market what Beyond Meat and Impossible Foods have done for the protein market. BetterBrand relies on wheat protein and agave fiber to deliver a bagel with the protein equivalent of four eggs while containing only one gram of sugar and five grams of net carbs.
Having introduced The Better Bagel in 2021, BetterBrand quickly caught the attention of customers, tastemakers, and retailers. The high-protein, low-carb bagels can be found both online and in more than 1,000 stores across the U.S., including renowned supermarkets such as Whole Foods, Sprouts, Fresh Market, Gelson’s, Bristol Farms, Giant, Harmon’s, Lassen’s, Plum Market, Wild by Nature, and FoxTrot.
The Better Bagel packs as much protein as 4 eggs | Courtesy
“Aimee Yang is an incredible entrepreneur and a solid operator,” said Cruise Founder & CEO Kyle Vogt. “Her company offers life-changing, clean, functional products for those who previously felt they had to give up some of their favorite foods to fit their nutritional needs. It’s an exciting journey to be a part of.”
Gaingels Managing Director Lorenzo Thione says Gaingels is “thoroughly convinced” that under Yang’s leadership, BetterBrand is poised to redefine “our very relationship with carbohydrates,” by combining health and taste in one innovative package.
“BetterBrand’s vision is not just about a product; it’s about a revolution in how we perceive and consume starches, worldwide,” Thione said. “We’re excited to support Aimee’s journey in transforming this giant market and look forward to the indelible impact BetterBrand will make.”
The company, experiencing rapid growth, has announced the upcoming release of 16 new products, all headed by Michelin-starred baker Matthew McDonald. The new products are slated to hit the market by the end of 2023.
Motif FoodWorks’ patent challenge to Impossible Foods over the heme protein used in both of their vegan meat products will get a patent review, the U.S. Patent and Trademark Office announced earlier this month.
The U.S. Patent and Trademark Office (USPTO) has dealt what could be a significant blow to Bay Area vegan meat producer Impossible Foods, as its Patent Trial and Appeal Board (PTAB) announced the initiation of inter partes review (IPR) of Patent 9,943,096 B2. Impossible Foods faces a potential disruption in its claim to one of its pivotal patents in a process that could take about a year.
Boston-based Motif FoodWorks raised the appeal after Impossible filed a federal lawsuit. The plant-based food giant claimed that Motif infringed on its patent when using heme to create its vegan meat substitute using a similar technology.
Heme challenge
Administrative Patent Judge Donna M. Praiss stated in the PTAB’s ruling that Motif “has demonstrated a reasonable likelihood of prevailing with respect to at least one claim of the ’096 patent, and we institute inter partes review of all claims and all grounds asserted in the petition.”
The patent under examination is titled “Methods and Compositions for Affecting the Flavor and Aroma Profile of Consumables.” It targets an improved imitation of meat’s flavors and aromas, particularly those perceived during or after cooking.
Courtesy Motif FoodWorks
“We are pleased with the Patent Trial and Appeal Board’s decision to institute inter partes review (IPR) for Patent 9,943,096 B2, finding that Motif has shown a reasonable likelihood we will prevail,” Michael Leonard, CEO of Motif FoodWorks, said in a statement. “Statistics show the PTAB invalidates one or more claims in 80 percent of the patents that reach a final decision in IPR, so we look forward to seeing this process play out.”
According to Leonard, this is more than just a corporate win for Motif. “This is not just a victory for Motif – it’s a victory for consumers,” Leonard said. “For us, this whole process is about protecting innovation and consumer choice in plant-based foods.”
Impossible’s patent challenges
The news is the second significant blow to Impossible Foods’ quest to monopolize the use of heme, a protein found in the soy plant root. Impossible uses it to impart meaty texture and flavor to its plant-based meat. The European Patent Office recently rescinded an E.U. patent held by Impossible Foods. Concurrently, the lawsuit against Motif remains ongoing in the federal district court in Delaware.
Impossible’s heme protein is analogous to soy leghemoglobin found in nitrogen-fixing plants like soy. Motif’s heme protein, Hemami, is identical to bovine myoglobin, found in cow muscle tissue.
Impossible Foods heme-based burgers | Courtesy
Motif counters Impossible’s claims, arguing these ingredients, which have been used for decades to create the flavor and aroma of meat and its substitutes, cannot be patented by Impossible Foods.
“Impossible is wasting resources, creativity, and opportunities through a failing litigation strategy,” Leonard noted. “The company seems more concerned with securing monopoly power over a protein than with growing this sector.”
“Since our founding in 2018, Motif has reinvented plant-based meat, making it better tasting, more nutritious and sustainable,” Leonard added. “Impossible is determined to stop that innovation – hurting consumers, our industry and, ultimately, our planet. We will continue to fight Impossible’s aggressive actions to limit competition and are gratified that the PTAB found merit in our position.”
Next Gen Foods, the food tech startup behind the popular plant-based chicken brand TiNDLE, has announced a high-value media-for-equity deal with SevenVentures, the investment arm of ProSiebenSat.1, Germany’s largest media and digital company.
The strategic partnership, valued at at least $10 million, marks the first media collaboration for Next Gen Foods and aims to increase awareness of TiNDLE throughout Germany.
TiNDLE made its initial launch in Germany last summer, and the new media partnership follows the startup’s recent entry into nationwide grocery stores. As part of the deal, SevenVentures will work closely with Next Gen Foods to expand TiNDLE’s brand recognition and educate consumers about plant-based food, which is growing in popularity across Germany. According to USDA data released last year, more than half of Germany’s population wants to reduce their meat consumption.
‘A more sustainable food system’
The investment from SevenVentures also comes after Next Gen Foods’ successful Series A fund raise, which yielded $100 million last year. This media-for-equity agreement will provide Next Gen Foods with the resources to expand its marketing efforts, promote the TiNDLE brand, highlight the range of delicious and versatile plant-based chicken offerings, and contribute to the advancement of plant-based foods in the market.
Tindle adds 6 new items to 6,000 German supermarkets | Courtesy
“With a strategic partner like SevenVentures, there is potential to introduce TiNDLE to new audiences and educate consumers about the broader role that plant-based foods play in combating our global climate crisis,” Andre Menezes, CEO and co-founder of Next Gen Foods, said in a statement. “We are thrilled to welcome them as our latest mission-aligned investor and leverage their media expertise to raise greater awareness for our category and our efforts to create a more sustainable food system.”
SevenVentures, founded in 2009, specializes in securing media partnerships for early-stage to growth-stage B2C companies. As an investor, SevenVentures focuses on companies targeting the German and Austrian markets, leveraging the reach of ProSiebenSat.1 to raise awareness for impact and sustainability.
Florian Hirschberger, CEO of SevenVentures says the Next Gen Foods partnership suits the company’s “responsibility to use the reach of ProSiebenSat.1 to raise awareness for impact and sustainability.”
“The quality and taste of TiNDLE’s chicken products are incredible, and we believe that our media-for-equity investment comes at the perfect time to accelerate and support a nationwide retail rollout, so all German consumers can experience their ‘ridiculously good’ chicken made from plants,” he said.
German’s shifting diet culture
Earlier this month, new research conducted by AOK health insurance found that children in Berlin eat a predominantly plant-forward diet. According to the findings, 33 percent of children are reducing their meat across the county, and in Berlin, that number is closer to 50 percent.
Germans are eating less meat than ever. Courtesy Pami Avila via Pexels
Overall, meat consumption in Germany has dropped more than 12 percent from 128 pounds per person per year in 2011 to 121 pounds per person in 2022, according to the Federal Ministry of Food and Agriculture.
According to Inka Dewitz, a representative of Heinrich Böll Stiftung, a foundation in Germany linked to the German Green Party numerous factors are responsible for the shift — from climate change to labor issues and scandals in the meat industry.
“There has been a cultural shift, particularly among young people, who are much more conscious of what they consume and how they eat,” she said.
California-based cultivated meat start-up Omeat, has emerged from stealth mode after four years. The company says its innovative technology dramatically cuts costs and can be scaled to meet the global demand for various types of animal protein in a sustainable way.
For the last four years, Omeat has been developing a unique approach to cultivated meat, which involves the use of regenerative factors extracted humanely from living cows to create growth media — the most expensive part of cultivated meat production. The process can cost-effectively grow different kinds of meat including beef, pork, chicken, and fish.
‘A simple and elegant solution’
Founder and CEO of Omeat, Dr. Ali Khademhosseini, a leading tissue engineer, transitioned from developing human tissues for medical applications to creating scalable methods for cultivated meat production due to his awareness of the issues related to traditional animal agriculture.
Omeat burger | Courtesy
“The conventional approach to meat production comes with major adverse effects on the environment, public health, and animal welfare. We saw an opportunity to leverage our expertise to discover a scalable way to grow cultivated meat,” Khademhosseini said in a statement.
“The approach we uncovered and are currently scaling is a simple and elegant solution that taps into the natural biology of animals to let nature do its work. The result is real meat that’s pure, delicious, and can satisfy a growing population’s demand for meat in a sustainable and humane way.”
The start-up farms its growth media from a free-grazing cow herd in California. The farm is designed to be carbon-negative, incorporating various regenerative practices. Working alongside animal welfare scientist Dr. Kristina Horback of UC Davis, Omeat has developed animal-friendly procedures for collecting plasma, the nutrient fluid vital to Omeat’s proprietary growth media.
‘A bridge to the future’
“With one cow providing plasma weekly, we can create many cows’ worth of meat annually,” Khademhosseini explained.
“This means we can feed the planet with only a fraction of the current number of animals used in beef production. We see ourselves as a meat company, and our goal is to be a bridge to the future of the meat industry. We’re perfecting a sustainable operation that existing farms and ranches can implement, generating the same volume of product but with a fraction of the overhead. It’s way more efficient, and we don’t have to sacrifice the cow.”
Omeat meatballs | Courtesy
Omeat raised $40 million in an oversubscribed Series A round last year. Backers include S2G Ventures, Google Ventures (GV), Bold Capital Partners, Tyson Ventures, the venture capital arm of Tyson Foods, Inc., Rethink Food, Trailhead Capital, and Cavallo Ventures.
Omeat is currently building a pilot plant as well as expanding its team. The company says it is also working toward commercial readiness while in conversation with the FDA and the USDA for regulatory approval; the USDA gave its first approval to cultivated meat producers yesterday — California’s Good Meat and Upside Foods.
In a major development for the failing plant-based meat company Meatless Farm, U.K.-based VFC Foods has announced the purchase of the other Yorkshire-based plant-based company, in a deal worth £12 million in sales.
The Meatless Farm acquisition expand the vegan offerings of VFC, the vegan chicken brand launched by Veganuary’s co-founder, Matthew Glover and entrepreneur Adam Lyons.
According to VFC, the Meatless Farm brand will remain intact, and its product range will enrich VFC Foods’ existing lineup of plant-based chicken products.
‘Numerous synergies’
VFC says the strategic purchase represents a vital step in its expansion plans, further solidifying its mission to provide an increased array of vegan options in retail and food service industries, with the ultimate goal of eliminating animals from the food system.
Since its inception during the pandemic and securing its first significant listing in Tesco in 2021, VFC Foods has consistently grown its presence with its successful vegan chicken alternative. Meatless Farm marks its first acquisition.
VFC | Courtesy
“We are delighted to announce this strategic acquisition, whilst being extremely mindful of the business’ challenges and the impact on the people involved,” David Sparrow, CEO of VFC Foods, said in a statement. “Meatless Farm has built strong consumer awareness, which aligns with our core values, and their exciting product portfolio enhances our existing range. By integrating both brands, we can utilize numerous synergies with valued customers and suppliers, thus driving innovation and extending customer choice.”
Expanding the plant-based meat market
The acquisition comes following the June 12th announcement from Meatless Farm that it had laid off most of its team after failing secure additional funding. An industry source told AgFunder News that the investor they thought was going to make “a multi-million dollar investment” backed out and the company ran out of time to get the capital needed.
Lyons says the acquisition is “a testament” to the work of the Meatless Farm team. He commended the company for doing “an exceptional job in developing and establishing quality products.”
The announcement comes as the plant-based industry is seeing rapid expansion in both the U.K. and the E.U., with sales of plant-based milk, meat, and cheese outstripping their animal-based counterparts. “Reducing our meat consumption is crucial for a healthier, more sustainable future,” Glover said.
Meatless Farm | Courtesy
“VFC Foods is well positioned to sustainably grow the Meatless Farm brand once the cost-of-living crisis eases, and the plant-based space has experienced further consolidation,” he said.
Impossible Foods has announced the Impossible Indulgent Burger, a premium version of the original Impossible Burger promising to be juicier and meatier than its predecessor.
The new Impossible Indulgent Burger caters to consumers who desire a more meaty vegan burger. According to the company, 82 percent of consumers say the new burger’s taste is as good as, or superior to traditional beef.
Indulgent is a restaurant-style third-pound patty developed to provide maximum flavor and succulence, whether serving at special dining events or casual backyard barbecues. Impossible says the new burger showcases reduced shrinkage compared to traditional beef burgers when cooked on a grill or stovetop.
‘Giving consumers more options’
“Our burger put us on the map and it’s the core of our business. But we’ve heard from our fans they’d like something bigger and even juicier, so we of course said yes,” Peter McGuinness, president and CEO of Impossible Foods, said in a statement.
The new Indulgent Burger | Courtesy Impossible
“Not only do we have our original beef products for versatile everyday cooking, but we launched Beef Lite earlier this year for more nutrition-conscious consumers who want an even leaner alternative to animal beef. Our Indulgent Burger is the perfect addition, giving consumers more options and ways to try and buy Impossible. Creating a more differentiated portfolio allows us to better meet consumers where they are.”
Like all of Impossible Foods’ products, the Indulgent Burger offers a rich source of protein and boasts zero cholesterol. It also eliminates the potential exposure to animal hormones and antibiotics often found in traditional meat. In addition, it presents a greener choice with its significantly reduced land use, water consumption, and greenhouse gas emissions.
Taking vegan meat mainstream
This new burger enhances Impossible Foods’ already extensive plant-based beef selection, which includes Impossible Beef. In March, the California-based vegan meat company introduced Impossible Beef Lite, a leaner version of the original, to appeal to more health-conscious consumers.
Courtesy Impossible Foods
In anticipation of the summer grilling season, Impossible Foods has launched an extensive brand advertising campaign. Leslie Sims, the company’s new Chief Marketing & Creative Officer, is leading these efforts to attract a wider audience to the plant-based meat market. It recently debuted a new campaign created by Terry Crews’ new advertising agency.
The Impossible Indulgent Burger is currently available at popular burger outlets like Bareburger and Monty’s Good Burger, with further availability expected in the coming summer months. It will also be available at select retailers, with wider nationwide distribution to follow.
Impossible has had a longstanding relationship with Burger King, which sells a version of the popular Whopper sandwich with the Impossible patty, but no plans have been announced to add the Indulgent Burger to the menu.
Leading cultivated meat manufacturers, Eat Just and Upside Foods, have completed the pre-market regulatory review process for cultivated chicken, becoming the first U.S. companies to earn the clearance for sale.
The USDA has granted Upside Foods and Eat Just’s Good Meat divisions a Grant of Inspection (GOI), allowing the companies to proceed with the commercial production and sales of cultivated chicken. This latest achievement follows the recent USDA label approvals for both Upside and Good Meat. To date, only Singapore has approved the sale and consumption of cultivated meat; it approved Eat Just’s Good Meat chicken in 2020.
‘A giant step forward’
“I’m thrilled to share that cultivated meat will now be available for consumers in the U.S.,” Dr. Uma Valeti, CEO and Founder of Upside Foods said in a statement. Upside Foods has raised more than $600 million in funding from investors, including Bill Gates, Cargill, Tyson Foods, and Richard Branson.
“This approval will fundamentally change how meat makes it to our table. It’s a giant step forward towards a more sustainable future – one that preserves choice and life. We are excited to launch with our signature, whole-textured UPSIDE chicken and can’t wait for consumers to taste the future,” Valeti said.
Josh Tetrick, co-founder and CEO of Good Meat and Eat Just called the approval a “major moment for our company, the industry and the food system.”
Cultivated chicken | courtesy Upside Foods
“We have been the only company selling cultivated meat anywhere in the world since we launched in Singapore in 2020, and now it’s approved to sell to consumers in the world’s largest economy. We appreciate the rigor and thoughtfulness that both the FDA and USDA have applied during this historic two-agency regulatory process,” Tetrick said.
Dan Glickman, Good Meat Advisory Board member; former U.S. Secretary of Agriculture and member of the U.S. House of Representatives, commended the USDA’s leadership for working with the FDA to make this milestone happen.
“Today’s approval demonstrates that the United States is a global leader in the promising alternative protein space while also continuing to support family farmers’ efforts to feed the world through conventional food and agriculture techniques,” Glickman said.
“We at Upside Foods have long championed the dual regulatory jurisdiction of FDA and USDA, starting with a historic partnership with the North American Meat Institute in 2018. Since then, our team has been working diligently with both agencies to bring our cultivated chicken to market,” said Eric Schulze, PhD, VP of Global and Scientific Affairs at Upside Foods.
Good Meat has earned regulatory approval for its cultivated chicken and serum-free media | Courtesy
“We are grateful for the FDA’s and USDA’s thoughtful and rigorous review processes, which have enabled us to start bringing safe, delicious, and high-quality cultivated meat products to market in the U.S.”
Bruce Friedrich, president of think take The Good Food Institute (GFI) says the dual approval mark a “pivotal moment in our journey towards building a safer, more efficient food system.”
“American consumers are now closer than ever to eating the real meat they love, that uses far less land and water than conventionally produced meat,” Friedrich said. “By undergoing a comprehensive facility review process and meeting the highest regulatory standards, cultivated meat will provide consumers with a safe and trusted source of protein. As we navigate a future with increasing global demand for meat, it is crucial that governments worldwide prioritize cultivated meat as a solution that satisfies consumer preferences, supports climate goals, and ensures food security for generations to come.”
Mirte Gosker, Managing Director of GFI APAC says the news also strengthens Asia’s food security. “Today, our region gained a powerful new ally to help us meet this challenge,” Gosker said.
“By embracing cultivated meat, the U.S. joins an elite circle of forward-thinking nations leading the way on food innovation. Singapore’s close-knit, world-class R&D hub, coupled with America’s large-scale manufacturing capabilities and huge consumer market, creates a powerhouse combination greater than the sum of its parts.”
The final USDA label approval is being celebrated in partnership with Michelin-star chefs Dominique Crenn and José Andrés whose restaurant will be the first to offer U.S. consumers cultivated chicken.
Crenn will be sharing Upside at Bar Crenn in San Francisco; Upside is also offering consumers a chance to win a taste of its cultivated chicken via a social media campaign.
Andrés will share Eat Just’s Good Meat at a yet-to-be-disclosed restaurant in Washington, D.C.
A recent survey conducted by the think tank GFI APAC looks at the primary challenges the cultivated meat industry is facing when it comes to acquiring commercially viable cell lines.
The survey’s insights were extracted from responses gathered from 44 businesses across the sector. The findings paint an unprecedented picture of the sector’s evolution, tendencies, and stumbling blocks. Among the key hurdles highlighted in the report is the significant overlap in cell line development efforts across companies, with the same species and cell types being independently pursued.
The survey underscores an urgent market demand for off-the-shelf cell lines. However, these options are either currently unavailable or lacking in the offerings that companies are looking for.
The survey also comes on the heels of two USDA label approvals; California’s Eat Just and Upside Foods both earned the approval earlier this month, putting cultivated meat closer to commercialization in the U.S.
Good Meat’s cultivated lab meat | Courtesy
Addressing these gaps and optimizing cell lines’ characteristics could help to pave the way for improved quality and cost-effectiveness in cultivated meat production at scale. Companies such as the U.K.-based Extracellular are already making strides in this direction. It recently launched a license-free cell bank to facilitate cultivated meat research.
The findings show a concerted effort from all stakeholders will be essential to push through the barriers to the commercialization of cultivated meat. The critical points of consideration from the study include:
Selection of Species: The highest demand among companies is for cell lines derived from both terrestrial and marine species. The most popular species are cows, pigs, sheep, and lambs, while for aquatic species, salmon, tuna, and other fin fish are the top choices. However, many businesses have struggled to source the appropriate cells for these species.
Cell Types and Accessibility: The cell types most commonly used by businesses include myoblasts, fibroblasts, and mesenchymal stem cells (MSCs). The survey suggests that this could be due to the difficulty in obtaining more suitable cell types such as embryonic stem cells (ESCs) and induced pluripotent stem cells (iPSCs), especially for terrestrial species. Cell line providers who can supply these hard-to-source cell types are likely to be highly sought after.
Sourcing of Cells: The survey revealed a heavy dependency on slaughtered animals as cell sources. However, challenges such as limited access to live animals and low proximity to cell isolation facilities slow the procurement process. But the report says this situation opens up an opportunity for livestock and seafood producers to collaborate with these businesses and create new revenue streams for access to cell lines.
Cell Line Features: Companies generally expressed reluctance in using genetically engineered cell lines, as restrictions on genetic modification exist in key markets. The need for cell lines with high proliferation, genetic stability, and the ability to grow in suspension has also been highlighted.
Regulatory Challenges: A majority of the surveyed companies said they lacked confidence in their understanding of the necessary documentation and safety testing for gaining regulatory approval for cell lines in high-priority markets, such as the U.S. and Singapore. This finding underscores the need for greater clarity from regulatory bodies.
Religious Certifications: Companies expressed a strong inclination towards developing cell lines that comply with halal and/or kosher certifications. The lack of resources that clarify the alignment of cultivated meat production with these certification requirements is seen as a significant entry barrier.
Prominent Israeli plant-based food-tech company More Foods has announced a strategic partnership with Tivol, a branch of the Osem-Nestlè Group.
This inaugural alliance for Tivol with a food-tech startup signifies a commitment to developing and marketing a line of ‘meaty’ products derived from pumpkin seeds. The range of products will be high in fiber and protein, aiming to achieve great taste while using the least possible number of ingredients.
Clean-label protein
This collaboration emphasizes the shared ambition between More Foods and the Osem-Nestlè Group to reduce the environmental footprint of food production. Together, they aim to launch a range of innovative plant-based products intended for main meals using More’s seed-based vegan products.
More Foods Pulled Mediterranean cuisine in pita | Courtesy
More Foods is focused on high-quality main meal ingredients that rival traditional animal-based proteins. This strategic collaboration will enhance More Foods’ reach, allowing it to bring its plant-based products to a larger demographic. The union will focus on delivering the clean-label products to consumers, aiming to offer a nutritious, ‘meaty’, and satisfying main meal option.
Already a popular choice in more than 100 Israeli restaurants, More Foods has initiated its global expansion, with products being distributed in Europe and the U.K. The partnership with the Osem-Nestlè Group will supplement More Foods’ determination to change consumers’ food perceptions and preferences, providing healthier and sustainable main meal options.
‘An important milestone’
“We are proud to partner with the Osem-Nestlè Group and combine our unique product offering with their market accessibility,” Leonardo Marcovitz, Founder of More Foods, said in a statement. “This collaboration represents an important milestone in our journey to broaden our market presence, reach a larger customer base, and further our mission to make nutritious meaty center-plate plant-based products more accessible to consumers worldwide.”
Courtesy More Foods
The partnership’s primary goal is to respond to the increasing consumer demand for sustainable and healthful food choices. It combines More Foods’ proficiency in plant-based technology with the extensive market influence of the Osem-Nestlè Group.
Osem-Nestlè has a long history as an innovator in plant-based products, particularly in the Israeli market, where 13 percent of consumers currently identify as vegetarians or vegans, and an additional 45 percent are actively reducing their meat consumption.
Prominent Israeli plant-based food-tech company More Foods has announced a strategic partnership with Tivol, a branch of the Osem-Nestlè Group.
This inaugural alliance for Tivol with a food-tech startup signifies a commitment to developing and marketing a line of ‘meaty’ products derived from pumpkin seeds. The range of products will be high in fiber and protein, aiming to achieve great taste while using the least possible number of ingredients.
Clean-label protein
This collaboration emphasizes the shared ambition between More Foods and the Osem-Nestlè Group to reduce the environmental footprint of food production. Together, they aim to launch a range of innovative plant-based products intended for main meals using More’s seed-based vegan products.
More Foods Pulled Mediterranean cuisine in pita | Courtesy
More Foods is focused on high-quality main meal ingredients that rival traditional animal-based proteins. This strategic collaboration will enhance More Foods’ reach, allowing it to bring its plant-based products to a larger demographic. The union will focus on delivering the clean-label products to consumers, aiming to offer a nutritious, ‘meaty’, and satisfying main meal option.
Already a popular choice in more than 100 Israeli restaurants, More Foods has initiated its global expansion, with products being distributed in Europe and the U.K. The partnership with the Osem-Nestlè Group will supplement More Foods’ determination to change consumers’ food perceptions and preferences, providing healthier and sustainable main meal options.
‘An important milestone’
“We are proud to partner with the Osem-Nestlè Group and combine our unique product offering with their market accessibility,” Leonardo Marcovitz, Founder of More Foods, said in a statement. “This collaboration represents an important milestone in our journey to broaden our market presence, reach a larger customer base, and further our mission to make nutritious meaty center-plate plant-based products more accessible to consumers worldwide.”
Courtesy More Foods
The partnership’s primary goal is to respond to the increasing consumer demand for sustainable and healthful food choices. It combines More Foods’ proficiency in plant-based technology with the extensive market influence of the Osem-Nestlè Group.
Osem-Nestlè has a long history as an innovator in plant-based products, particularly in the Israeli market, where 13 percent of consumers currently identify as vegetarians or vegans, and an additional 45 percent are actively reducing their meat consumption.
With the goal of revolutionizing the alt market, Adamo Foods has secured £1.5m in fresh funding, earmarked for introducing its mycelium-based steak to the mainstream consumer.
U.K.-based Adamo Foods says it is harnessing innovation to craft appetizing, healthful, and ecologically viable alternatives to meat whole cuts. The venture’s vision is to fill what it sees as a gap in the vegan meat market, namely the dearth of high-quality alternatives resembling whole pieces of meat, such as steaks, filets, and chops.
The company’s first successful funding initiative was a Pre-Seed investment led by SFC Capital, a prominent seed-stage investment firm in the U.K. and the third venture capital to back Adamo Foods.
Adamo also received two significant grants from Innovate U.K. under the ‘Better Food for All’ and ‘Novel Low Emission Food Production Systems’ competitions.
Whole-cut vegan meat
The struggle to emulate the texture of whole-cut meat using plant proteins has often left consumers underwhelmed, says Adamo. But demand is there; whole cuts represent 85 percent of the $1.2 trillion traditional meat market yet are almost non-existent in the realm of vegan substitutes.
Whole-cut mycelium steak from Adamo Foods | Courtesy
Adamo Foods has been able to reproduce the consistency of whole-cut meat using fungal mycelium — the root system of fungi. Mycelium boasts high protein and fiber content and even surpasses pea, soy, wheat, and beef in terms of protein quality.
Adamo says it has discovered a technique to grow mycelium into long, dense fibers that form the texture analogous to the “grain” of a steak or chicken fillet. Utilizing this process, Adamo seeks to attract both vegans and traditional meat consumers. The product will be available later this year.
Future plans
Adamo says its future plan includes collaborating with research partners to increase specific micronutrients naturally present in mycelium, thereby emulating the nutritional benefits of beef without the detrimental dietary and sustainability issues.
It joins a growing number of companies focused on mycelium technology to replace meat. Earlier this month, MyForest Foods secured $15 million in a Series A extension round for its vegan mycelium meat. Also this month, U.K.-based mycoprotein pioneer Quorn partnered with startup Prime Roots to co-develop mycoprotein-based meat.
Courtesy MyForest Foods
The company will also focus on refining its unique fermentation and formulation processes to transit from the laboratory to a pilot scale, gearing up for product launch.
Last week, the Helsinki First International Cellular Agriculture Conference witnessed a glimpse of Adamo Foods’ innovative technology as part of the EIT Food Accelerator Network. The start-up also earned a finalist spot in the 2023 Coller Startup Competition and is gearing up to present at the final round.
China’s cultivated meat front-runner, CellX, has successfully procured $6.5M in a Series A+ funding round.
Shanghai-based CellX’s new funding comes by way of a collection of strategic investors. The funding propels CellX toward the pilot-scale production of its cultivated meat products. To date, the company’s funding totals over $20 million — making it China’s highest-funded cellular agriculture startup.
CellX, which launched in 2020, is focused on constructing platform technologies with a multi-species approach. The company is actively collaborating with leading global universities and companies to expedite the commercialization of cultivated meat, particularly in the APAC region.
”Production at low cost and at scale is key’
“Meat is a commodity that needs to be consistently produced at a competitive cost and large scale,” Ziliang Yang, Co-founder and CEO of CellX, said in a statement. “Each year, China alone consumes 100+ million tons of meat, more than a quarter of global meat consumption. For cultivated meat to have a meaningful impact on our global food supply chain, production at low cost and at scale is key.”
CellX cultivated meat | Courtesy
Established in 2020, CellX has constructed R&D platforms across four crucial technological sectors of lab-grown meat: cell line development, media optimization, innovative bioprocess design, and end product creativity. Earlier this year, CellX revealed its intent to construct China’s premier pilot production facility for lab-grown meat, housing several thousand-liter bioreactors.
“We have successfully developed 10+ cell lines from various species, adapted 5+ of them into suspension culturing, and the leading cell line has now entered pilot stage,” Dr. Chen, the R&D Director at CellX, says. “Besides, we have also developed multiple serum-free media and improved the yield significantly, enabling us to drastically reduce the production cost. We are currently working on scaling up to 2,000L.”
Partnerships for a sustainable food system
CellX’s forthcoming pilot production facility is a joint venture between CellX and Tofflon, a public biotech and food equipment company. Apart from accommodating multiple thousand-liter bioreactors, the facility will also act as an interactive zone for customers to sample CellX’s demonstration products. This initiative will inaugurate China’s first “transparent food space” dedicated to cultivated meat R&D, pilot production, and public tasting.
China’s First Cultivated Meat Pilot Plant. Source: CellX
“Unfortunately, no company in our space has fully cracked the puzzle of production at low cost and scale, yet,” Yang said. “This is where CellX and China can add value. Thanks to China’s booming biopharma industry and fermentation sector, there is already a good ecosystem in place, including media and equipment at competitive pricing, as well as a large pool of talented bioprocess engineers. All of which enables companies to produce cultivated meat at a significantly lower cost in China.”
CellX says cultivated meat companies that have pilot production facilities operating at a thousand-liter scale are becoming more important to China’s future due to the critical role they play in carbon reduction and food security.
At the start of 2022, cultivated meat and “future foods” were included in China’s 14th 5-Year plan by the Ministry of Agriculture and Rural Affairs. President Xi also emphasized China’s need to adopt “a ‘Greater Food’ approach” to nutrition during his address at the annual session of the National Committee of the Chinese People’s Political Consultative Conference, underlining the importance of ensuring a stable supply of all staple food groups.
Yang sees a strong future for globalization in cellular agriculture. “At the end of the day, carbon and sustainability are global issues that humanity faces together. It’s one of the few areas where there is common understanding.”
To achieve long-term success, alternative protein companies need to better leverage consumer psychology and the behavioral science around instant and future rewards.
In the fast-growing alternative protein sector, companies are competing for a place in the competitive food market. However, these innovative products are not traditional food, even if they may provide a similar experience.
Marketing Challenge #1: Balancing Instant Gratification With Future Rewards
While alternative protein products are consumed like traditional foods, their value lies in the promise of future benefits for health, environment, and animal welfare. Recognizing this is key to defining marketing strategies for these products. To appeal to a wide audience, alternative protein brands must provide both instant gratification and future rewards.
Industries like dieting, insurance, health products, and fitness all successfully balance instant gratification and future rewards and alternative protein brands should learn from them. Companies like Weight Watchers, Peloton, and Progressive Insurance all come to mind.
Courtesy: Dickey Insurance
The alternative protein industry’s challenge lies in how to present the instant reward appeal of its products with the future reward value proposition and it’s important to note that this will depend on which consumer segment and which pain point they are addressing. For example, one segment may value tasting something new and different (instant reward), believing they are helping the planet (future reward) while another may value the status of trying the latest food trend (instant reward), hoping to improve their health over time (future reward).
A successful strategy considers how to address the motivations and risks of each consumer segment as well as all the pain points. For some consumers, switching from familiar animal proteins to alternatives presents uncertainty about taste, nutrition, or even cultural acceptance. Brands must mitigate these pain points while offering relevant rewards for the target segment.
Understanding consumer psychology and behavior change is key. One useful framework is the “stages of change” model (Prochaska and DiClemente, 1970), which identifies five main stages via which individuals progress when adopting new behaviors or habits. This model can be used to help alternative protein companies craft effective marketing strategies that resonate with consumers at different stages of the behavior change process.
In the model, consumers progress from a pre-contemplation stage to a maintenance stage. Pre-contemplation is the first stage in the process of behaviour change. At this first stage, individuals are not yet considering a change in their behavior. They may be unaware of the need for change or might not see the potential benefits.
In the context of alternative proteins, consumers in the pre-contemplation stage may not be aware of the environmental, health, or ethical reasons for considering plant-based protein or cultivated meat. As a result, they are not actively seeking alternatives to traditional animal proteins.
Successful marketing campaigns are able to target the right stage and help consumers move to the next stage. Campaigns with positive, relatable messages that focus on achievable progress rather, not than perfection, are often the most effective at facilitating behavioral change.
Source: Weight Watchers
Marketing Challenge #2: Effective Market Segmentation – Defining The Right Consumer Groups
To effectively target consumers, alternative protein brands should rethink market segmentation dimensions. Many of today’s brands focus on meat lovers and environmentalists. Instead, brands should segment based on variables such as “what innovation means to each segment,” “what instant gratification means,” or “what change means.” This approach can help create unique and relevant positioning, leading to increased sales, and brand equity.
Understanding how different consumer segments find social validation, acceptance or status from doing good or from being first is key. For example, dieting companies and gyms avoid shaming and focus on appealing to motivation. They frame diets and/or working out as exciting lifestyle changes, not punitive measures. Similarly, alternative proteins could be positioned as innovative, premium choices that make people feel good.
The three main consumer segments for alternative protein companies are as follows: ]
Innovators or Early Adopters: Thrilled to try new things, this group wants access to the latest food in tech and values being first. They are motivated by curiosity, status, and a strong belief in science and technological progress.
Pragmatists or Early Mainstream: These folks are open to new options if the benefits are clear. They are motivated by health, cost, and convenience and they need evidence that alternative proteins compare favorably. They are concerned about taste, nutrition, and availability.
Traditionalists or Late Mainstream: These consumers prefer familiar options and adhere to cultural norms. They are motivated by habit, nostalgia, and convention. They will be the most challenging to convert, as they are change-averse and perceive alternative proteins as threatening the status quo. To appeal to them, brands should focus on engaging with future generations and promoting a gradual transition.”
Understanding how each consumer segment finds social validation, acceptance or status from doing good or being first is key. For example, dieting companies and gyms avoid shaming and focus on appealing to motivation. They frame diets and workouts as exciting lifestyle changes, not punitive measures. Similarly, alternative proteins could be positioned as innovative, premium choices that make people feel good.
While targeting innovators and early adopters is key when you first launch, alternative protein brands should consider the broader market. Well-defined market segmentation can help brands create campaigns and messaging for consumers at different adoption stages. For example, a slogan like “Change tastes great” attracts those seeking the thrill of being first (the Innovators described above), unlike “Plants don’t get sick (Eat Just), which would fit speak to the Pragmatists.”
While innovators should receive tailored messaging emphasizing discovery, uniqueness, and being on the cutting edge, early mainstream audiences may need messaging focused on alignment with their existing values like health or sustainability. Late mainstream or laggard segments will require the most comprehensive education on the benefits and safety of the products
Traditionalists pose the greatest challenge but can also be viewed as the biggest opportunity (remember, humans are wired not to like change, because“change is not safe”). It’s worth noting that age is a factor here too. Younger generations are often more open to new ideas and this is reflected in meat and dairy alternatives. Connecting alternative proteins to family, tradition or cultural identity may help address reservations among tradition-oriented consumers. Partnering with schools, healthcare organizations, and community groups to introduce alternative proteins to wider audiences in a trusted, accessible way would be another way to drive progress.
By understanding and leveraging the balance of instant and future rewards, alternative protein brands can create effective marketing strategies that resonate with diverse consumer segments. In doing so, they will contribute to a better future and build a lasting legacy.
The Asia-Pacific Society for Cellular Agriculture (APAC-SCA) and the Japan Association for Cellular Agriculture (JACA) have solidified a partnership through a Memorandum of Understanding (MoU).
The new MoU aims to boost the growth of cellular agriculture across Japan and the broader Asia-Pacific area.
“Establishing long-lasting ties with key stakeholders and other associations regionally and globally is a key asset in the strategic development of the industry for APAC-SCA,” Peter Yu, Program Director APAC Society for Cellular Agriculture, said in a statement.
“Through this MoU we reverberate the message and necessity of a key tenet of the industry – global collaboration,” Yu said.
Collaborating on cell agriculture
Through the agreement, JACA will have enhanced access to the global cell-cultured industry network. Concurrently, the APAC-SCA will increase its role in guiding regulatory progress in Japan. Both bodies are set to collaborate on endeavors like knowledge dissemination and the formulation of a risk communication strategy for their members.
Cell-cultured meat from IntergiCulture | Courtesy
JACA, an industry-academia-government collaboration, has been working to create rules for production and distribution of cell-based food products, such as cultivated meat, egg, and dairy throughout the country.
Last month, it convened close to 150 stakeholders from the Japanese Parliament, government officials from Japan and abroad, industry associations, member companies, academia, and media representatives to build a consensus around the necessary measures for food safety requirements in the cultivated food sector as well as methods to protect Japanese farmers’ rights on branded-animal cells such as “Wagyu.”
During the event, Megumi Avigail Yoshitomi, Representative Director of JACA, stressed that “Japan should leverage its global presence in food and regenerative medicine area to show its presence in cellular agriculture field.”
Japan as a cultivated protein hub
The MoU follows the February announcement from Japan’s Prime Minister, Fumio Kishida, who said the country is moving toward developing a cell-based agriculture industry focused on cultivated meat and fish to help reduce the country’s carbon footprint.
According to the industry think tank GFI APAC, it is currently possible to sell cultivated meat in Japan, depending on the interpretation of existing laws.
GFI APAC says that regulatory opening puts Japan in a position to become a world leader for cultivated meat and attract attention from international cultivated meat startups. The framework being developed through the recent MoU and the government’s plan will help move the sector forward.
The cellular agriculture industry is moving closer to seeing more deregulation. Currently, only Singapore’s Food Agency has approved cultivated meat for sale. But last week, two California cultivated meat producers, Eat Just and Upside Foods, announced they had received label approval from the USDA — the final step before the agency grants full approval to begin production and distribution across the U.S.
Singaporeans will have a chance to try the world’s first gelato made from air at the restaurant Fico.
Developed by Finnish food tech company Solar Foods, the new dessert is made using ingredients derived from air.
Last September, Solar Foods obtained regulatory approval from Singapore to sell Solein — its revolutionary microbial protein. The public got their first taste of Solein during an exclusive invite-only event at Fico earlier this year.
Gelato made from air
To create this innovative gelato, Fico, a concept by The Lo & Behold Group, crafted a brand new recipe that combines the flavors of Solein with indulgent chocolate. The dessert will be available beginning on June 15th.
The launch marks the first time that a food made without photosynthesis and agriculture has been made accessible to the general public. By replacing dairy with Solein, the new gelato removes animals from the equation while offering familiar tastes and textures in an entirely new way.
Solein is produced using a bioprocess that feeds microbes carbon dioxide, hydrogen, and oxygen along with small amounts of nutrients. The bioprocess resembles winemaking, with the gases replacing sugar as the source of carbon and energy. The result is a food source that’s 65-70 percent protein, 5-8 percent fat, 10-15 percent dietary fiber, and 3-5 percent mineral nutrients with a nutritional composition similar to soy or algae.
In celebration of the highly anticipated release of Solein, a visionary team led by Oliver Truesdale-Jutras, Director of sustainability consultancy Re:Growth, and Fico’s Chef-partner Mirko Febbrile, curated a Solein-inspired tasting menu. This exclusive event showcased the diverse flavors of Singapore and exemplified the potential of Solein as a versatile ingredient.
Vegan gelato made from air comes to Singapore | Courtesy Solar Foods
“It is a remarkable opportunity to be the first chef team to introduce a one-of-a-kind ice cream to the world,” Mirko said in a statement. “It combines the familiar delicious taste we all love with a unique ingredient produced without relying on traditional agriculture.”
The chef says exploring Solein’s versatility has been “an incredible journey.” The restaurant has experimented with its potential, creating dishes ranging from miso soups, pasta, sauces, and desserts.
“If you didn’t know, you could not guess this gelato includes an entirely new, unique, and nutritious ingredient just by tasting it. It looks, feels and tastes just like any other Italian gelato – and that is exactly the idea. Solein is the ‘Intel inside’ of the food industry”, said Solar Foods CCO Shilei Zhang.
“Solein Chocolate Gelato also fits a perfect fit for this market. Ice cream is highly popular in Singapore: it’s common to see people queuing at ice cream kiosks for a cool treat on a hot Singapore evening. Chocolate is also one of the most popular flavours in ice cream across the world, so it is easy to adapt to local tastes,” Zhang said.
Fico’s Solein-powered gelato will be launched through the Pedal for Gelato initiative, promoting an active and healthier lifestyle. Participants who cycle more than 15km in a day will receive a complimentary scoop of the gelato.
Expanding food made from air
Solein’s versatility extends beyond gelato, making it suitable for a wide range of sweet and savory recipes and familiar foods. Shilei Zhang, Solar Foods CCO, likened Solein to the “Intel inside” of the food industry, seamlessly integrating into various dishes while promoting sustainability.
Courtesy Solein
The gelato launch marks the beginning of a number of Solein-based foods entering the market in the near future, the company says.
Solar Foods recently announced a strategic alliance with Japanese food company Ajinomoto, marking its first partnership with a global food brand. The collaboration includes product development using Solein and a marketability study set to begin in early 2024.
Solar Foods’ commercial production facility, Factory 01, is currently under construction in Finland and is expected to commence operations in 2024.
WTH Foods is expanding its presence in both the European and Southeast Asian markets with a new range of low-sodium, clean-label plant-based seafood products.
Known for its popular Umani brand of plant-based meat alternatives that launched earlier this year, the Philippines-based WTH Foods is now venturing into vegan seafood.
The company has taken a pioneering approach, using microalgae, for use in this new product line.
Microalgae seafood
“We are working with the real microalgae biomass to make our products, and have discovered that it gives that nice soft texture that consumers would expect in fish,” WTH Foods Co-Founder and CEO Stephen Michael Co told FoodNavigator-Asia.
The company has successfully developed plant-based tuna and crabcakes using microalgae. Co says the superior nutritional value of the company’s plant-based tuna is more nutritious than conventional tuna.
WTH Foods has launched vegan seafood | Courtesy
“We have developed plant-based tuna and crabcakes at this point, and the tuna in particular stands out because it is actually far superior in terms of nutritional value [compared to regular tuna], being that there is no cholesterol, microplastic or heavy metal contamination, but still carries the same amount of DHA and Omega-3 one would get from tuna,” Co said.
While WTH Foods primarily aims to target the European market with its seafood line, Co says that ensuring clean-label products is crucial to capture consumer interest.
Market potential
“We still see Europe as the biggest market in terms of plant-based products, and plan to first look at Central and Southern Europe for this, so places like Prague, Germany, Spain, Italy where the more cosmopolitan cities are which are more receptive to shelf stable seafood,” he said.
“The products have purposely been made clean label with just five ingredients including the microalgae and low sodium in order to increase the appeal in this market, which really places a lot of importance on clean label products.
WTH Foods launched a Filipino-inspired frozen range, Umani, earlier this year | Courtesy
“We also are pushing for South East Asian flavours in order to differentiate ourselves from what’s already out there in the market in Europe, perhaps Thai or Malaysian flavours in the tuna, and then market these as handy options for pastas or pizza toppings or sandwiches and so on,” Co said.
“We are looking for the right Asian market some of our seafood products and it’s still in the market testing phase – what we are planning to do here is to use a different kind of plant protein which might just lead to a bit of difference in the taste profile as well,” Co says/ “So while the products in Europe will be primarily pea-based, for ASEAN markets we believe that soy is still a very acceptable source of protein – as such, we will be looking at launching soy-based tuna in Southeast Asia and a more pea-based tuna for the European market.”
California’s Upside Foods earns USDA label approval for its cultivated meat, bringing it one step closer to American plates.
The label approval for Upside Foods’ cell-cultivated chicken came on Monday, the company said in a statement. The USDA approval follows its historic FDA approval last November, the first step toward regulatory approval.
According to an update from Reuters, which first published the news as Upside securing the first USDA label approval for cultivated meat, it’s actually the second label approval. Although unconfirmed, the first likely went to fellow California producer Eat Just’s Good Meat.
‘A major step forward’
“The USDA’s approval of our label marks a major step forward towards our goal of creating a more humane and sustainable food system,” Dr. Uma Valeti, CEO and Founder of Upside Foods said in a statement. “We’re excited to continue working with the USDA to achieve our next milestone: a Grant of Inspection (GOI) for our facility. Obtaining the USDA’s GOI will clear the way for commercial production and sales and allow us to bring our delicious Upside chicken to consumers for the first time.”
Upside Foods’ EPIC California factory, Courtesy
Like conventionally produced meat, cell-based meat is also required to satisfy regulatory labeling and inspection criteria in order to be sold. The USDA label approval means the company has demonstrated full pre-market requirements. The Grant of Inspection for Upside’s Engineering, Production, and Innovation Center (EPIC) facility in California, will be the final hurdle before it can begin production. Upside says the EPIC factory can produce 400,000 pounds of cultivated meat per year.
Cultivated meat coming to a menu near you?
“At this rate, consumers in the U.S. may see cultivated meat on menus by the end of 2023,” Jenny Stojkovic, founder of the Vegan Women Summit and author of The Future of Food Is Female, wrote in a LinkedIn post.
Upside says the Dominique Crenn-helmed San Francisco bar Crenn will be the first menu stop for the cultivated meat.
Cultivated chicken | courtesy Upside Foods
“The release of cultivated meat will be in very, very limited restaurants across the U.S. to start,” Stojkovic says. “We are still years out from retail distribution, but things will move quicker as capacity and scale is achieved.”
The Eat Just offshoot Good Meat also received FDA approval earlier this year. It’s currently the only company selling cultivated meat in the world; Singapore granted the company’s cell-based chicken approval in 2020.
Both Upside and Eat Just are rumored to still be using fetal bovine serum (FBS) — a controversial growth media. “The FDA has a long history of FBS products,” Stojkovic says. She says those with the ingredient are approved faster than those made without FBS.
According to Stojkovic, “many” other cultivated meat producers both in the U.S. and elsewhere have since applied for FDA approval and, she says, “more approval letters are expected in coming months.”
Editor’s note, June 14, 2023: This article was edited to clarify that Upside is the second company to earn USDA label approval.
The upcycled food innovator, Renewal Mill, has successfully secured the initial phase of its Series A funding round.
The undisclosed financing round was led by Beyond Impact Advisors and ICA Fund.
In the upcoming months, Renewal Mill plans to secure the remainder of its Series A round. The acquired capital will fuel further expansion of its retail presence, facilitate the introduction of new products, and explore fresh opportunities to create a more sustainable food ecosystem by diverting food waste.
Second life foods
Since its inception in 2016, Renewal Mill has been instrumental in giving a second life to residual pulp from plant-based milk production, transforming this by-product into eco-conscious flours, baking mixes, and cookies.
“Growing a business can be an uphill battle for female founders,” Renewal Mill’s co-founder Caroline Cotto said in a statement.
Renewal Mill baking mixes have diverted 66,000 pounds of food waste | Courtesy
“As a super small, female-founded team, having ICA on our side made the process of growing our business and trailblazing the upcycled food industry a little easier. The Accelerator at ICA was incredibly helpful. From helping us build a deck to sales pitches and opportunities to get our product in front of investors, ICA has been there for us, and has done a great job of making us as entrepreneurs feel more human and supported,” Cotto said.
Beyond Impact Advisors’ CEO, Claire Smith, expressed strong support for the company. “With a firm footing in both the upcycled ingredients and the plant-based products space, Renewal Mill not only continues to bring its own innovations to market but also helps its customers do the same,” she said.
“Through it all, the company remains singularly focused on ensuring its mission that food be put to its best and highest use — feeding people, a mission we’ve supported them on since 2018 and are proud to continue championing,” Smith added.
The venture’s success to date has translated into more than 66,000 pounds of diverted food waste. Additionally, Renewal Mill has fostered a network of collaborative relationships with various enterprises throughout the Bay Area. Last year, the company’s three new baking mixes and flours hit the shelves of Whole Foods Market outlets across the country.
Partnerships and new product launches
In March, Renewal Mill debuted its first co-branded product in a partnership with precision fermentation company Perfect Day on a gluten-free Upcycled Vanilla Cake & Cupcake Mix. The mix incorporates Perfect Day’s Egg Replacer made from animal-free whey protein along with Renewal Mill’s upcycled okara flour —a byproduct of soy milk production. The mix was developed by five-time James Beard Award-winning baker and cookbook author Alice Medrich.
Renewal Mill is expanding its upcycled flour options | Courtesy
Perfect Day’s egg replacer provides a structure that’s hard to replicate in traditional egg-free vegan baked goods, according to Medrich who said in a statement, “Perfect Day Egg Replacer is a game changer. I didn’t think it possible to reproduce the texture of a classic American-style cake without using actual eggs.”
“Perfect Day has been the perfect partner,” Cotto in a statement at the time of launch. “Not only did the functionality of the egg-replacer open up a whole new range of R&D possibilities for us, but Perfect Day’s mission to make the foods we love with almost no impact to the earth aligns deeply with our mission to make eating for the planet easy, delicious, and fun.”
The brand has also recently added its third upcycled flour to its portfolio; upcycled white corn flour — a byproduct of the cornmeal milling process — joins Renewal Mill’s upcycled oat and okara flours.
It’s the Summer of Impossible according to a stellar new ad campaign for Impossible Foods from Terry Crews’ Super Serious creative agency.
No one wants summer to end and Impossible Foods is making that known even before the season is officially underway next week. The Bay Area vegan meat company debuted its new ad campaign during the 76th Annual Tony Awards on Sunday and it’s award-worthy itself.
The Summer of Impossible
The campaign (“Making Meat History”), led by the new agency Super Serious — an up-and-coming creative studio co-founded by actor and TV host Terry Crews, alongside Matthew O’Rourke and Paul Sutton — sees the Emmy-winning director Jake Scott direct the musical spot that journeys back through meat’s history. Think the 2022 Super Bowl spot for failed crypto giant FTX that sees Larry David ringside to some of the most major inventions throughout history meets another Super Bowl ad, 2021’s Oatly spot where CEO Toni Petersson and a keyboard find musical harmony in a field of oats.
The second in the Impossible campaign series, “The Summer of Impossible,” positions Impossible not so much as a meat substitute just for vegetarians or vegans, but as meat from plants for anyone who loves the taste of meat. This campaign is made up of multiple shorter vignettes, juxtaposing the Impossible Burger with traditional animal meat burgers as they discuss their differences and similarities.
“We need to welcome consumers into the plant-based space and give them a reason to choose Impossible,” Leslie Sims, Chief Marketing & Creative Officer of Impossible Foods, said in a statement.
“These campaigns are lighthearted and approachable by design to make the choice between our products and animal meat feel less intimidating.”
‘Meat – just made from plants’
The campaigns mark a new era for Impossible Foods, which has historically followed a traditional marketing strategy including high-profile partnerships and word-of-mouth. But under Sims’ new leadership, the company is enhancing its marketing strategies to attract a broader demographic, extending beyond just vegetarians and vegans. Similar campaigns worked well for Beyond Meat, Impossible’s chief rival, when it debuted at Carl’s Jr.
A range of plant-based burgers claim to deliver a meaty experience. But Paleo says it can improve them. Courtesy: Impossible Foods
“We want consumers to know they don’t have to give up the meat they love. Impossible products are meat – just made from plants – so they’re still delicious and have a ton of other benefits,” Sims said.
The campaigns follow major shifts within the organization after Peter McGuinness was appointed CEO last year. McGuiness scrapped plans to IPO earlier this year, and in March, the company announced cuts to about 16 percent of its workforce.
But despite the hiccups, sales for the brand have been strong as it launched new products and entered new key markets. While the plant-based meat category has seen lackluster sales, particularly over at Beyond Meat, Impossible reported a 50 percent hike in retail sales last year.
AI food tech startup, the Bay-Area-based Climax Foods Inc., has debuted what it says is the world’s first plant-based ingredient that mimics the functionality, flavor, texture, melt, and stretch of the dairy protein casein.
The new innovation positions Climax Foods as the plant-based pioneer in successfully reproducing the utility, consistency, and flavor of the primary protein in animal milk for use in a range of applications, namely cheese. Climax’s plant-based casein is devoid of hormones, antibiotics, and the top eight food allergens. In addition, Climax Foods’ groundbreaking “precision formulation” technique enables the sustainable production of this protein at scale, price-wise equivalent to traditional animal-based casein.
Recreating the complexity of dairy
Existing plant-based dairy alternatives are typically mixtures of oil and starch that can disappoint conventional cheese fans in terms of nutrition, texture, and performance. Climax says that despite more than $1.5B of funding invested into multiple companies aiming to manufacture a casein substitute through precision fermentation, significant scalability, and regulatory issues persist. Climax’s scientists, utilizing AI and plant-based ingredients, have discovered an alternative approach by identifying abundant and naturally occurring plant proteins capable of imparting genuine melt and stretch to plant-based cheeses.
“As foodies and scientists, we have a profound appreciation for the complex flavors and textures of dairy products, but also recognize their vast inefficiencies — such as requiring 700 gallons of water to make one pound of cheese,” Climax CEO and Founder Oliver Zahn, a Harvard-trained astrophysicist, and alum at both Google and SpaceX, said in a statement. “Our production process uses 500 times less water at our current pilot scale.”
Climax is bringing its vegan cheese to market | Courtesy
According to Daniel Westcott, Head of Protein and Texture at Climax Foods, the company can achieve this without the need for genetic modification as well — a major barrier to entry in key markets including the European Union.
“An immeasurable range of protein diversity and combinations already exists; we simply use data science and machine learning to pay very, very close attention,” Westcott said. “This gives us the ability to model and verify formulations at the microscopic level in a fraction of the time that it would take a traditional approach. And while we love learning through data science, we generate our data by making cheese, which means that the busiest half of our lab is the kitchen.”
Climax Foods’ “precision formulation” process combines data science with machine intelligence to uncover ideal ingredient and process combinations that maximize the potential of plant sources. Compared with the centuries-long trial and error methods traditionally used in food innovation, Climax Foods’ AI-enabled precision formulation process condenses this procedure into mere weeks.
New Culture, another Bay Area company working to replicate casein, just made its market debut at Nancy Silverton’s Pizzeria Mozza in Los Angeles. Unlike Climax, though, New Culture taps precision fermentation, a novel tech that uses microbes to recreate the dairy protein. While that cheese can serve as a stand-in for dedicated dairy lovers, it brings with it the allergen risks common with conventional dairy.
Zahn says Climax is able to offer “a better way to everyone, especially hardcore cheese lovers,” through its tech.
“To do this, we committed ourselves to understanding, on a microscopic level, what makes animal-based foods so craveable, and used that understanding to determine the precise steps needed to get that same exact performance from plant sources like seeds,” Zahn says.
‘One of the most important scientific breakthroughs in food in the last six thousand years’
“We’re not changing any ingredients genetically; we’re using what is already there. The difference comes from our depth of knowledge of the rich biodiversity of the plant kingdom down to a cellular level. Plants can impart all of the same texture, taste, and performance of animal-based ingredients – our AI-enabled Deep Plant Intelligence platform takes away the guesswork. For our casein replacement, our AI platform and precision formulation process helped us uncover a mechanism in specific plant proteins that imparts indistinguishable melt and stretch and mouthfeel from casein while also dramatically improving nutrition.”
Climax is working to revamp Bel Group’s vegan cheese | Courtesy
Climax’s vegan casein-based cheeses have already earned the support of Michelin-starred chefs including Dominique Crenn and Jean Georges Vongerichten, as well as plant-based chefs Tal Ronnen, and Matthew Kenney. Major cheese manufacturers such as The Bel Group are also excited by the potential; Climax Foods has in aiding the redesign of Bel’s French staple cheese products into plant-based versions.
“Caseins are involved in all dairy transformations including cheese, yogurt, cream, and others,” said Anne Pitkowski, Bel Group’s Director of Research and Applications. “They are directly responsible for the product texture, stability, and, moreover, bring the very unique property of stretchability. Those properties are linked to the specific micellar structure of the casein assemblage that, until Climax Foods’ discovery, had not been met anywhere else in nature.”
While the company’s current focus is on dairy products, Zahn says that Climax Foods’ precision formulation process holds potential for the replacement of any type of animal-based food in the future.
“This is one of the most important scientific breakthroughs in food in the last six thousand years,” Zahn said, “but we are only getting started.”
