As the competition in the faux burger market intensifies, Eclipse Foods is targeting a different segment of the plant-based industry. Aylon Steinhart, the co-founder and CEO of Eclipse, refers to his company as “the Beyond Meat of dairy products.” While there are various vegan ice creams available, Steinhart claims that their plant-based ice cream is the first that is “indistinguishable” from traditional dairy options. He believes that Beyond Meat and Impossible Foods have demonstrated that creating products with the taste, texture, and functionality of their animal-based counterparts can attract a wide range of consumers. “That’s exactly what Eclipse is doing,” he stated. “We aim to produce products that require no compromise from consumers, thereby appealing to the mainstream audience and transforming the food system.”
Like Impossible Foods, Eclipse initially focused on foodservice, selling its products in ice cream shops and restaurants. Although retail expansion was always part of their plan, the pandemic altered their timeline as foodservice venues closed during lockdowns. “With shelter-in-place orders, everything changed, and we knew we wanted to continue growing as a company,” he remarked. “We always anticipated moving into retail, and the pandemic accelerated that timeline.” In early July, Eclipse launched its direct-to-consumer website nationwide. Their products are also available on Uber Eats in the San Francisco area and at a local grocery store and food hall named The Market, which offers organic and local groceries alongside other vendors. Steinhart views these actions as the beginning of their retail expansion.
Eclipse was founded in Berkeley, California, by Steinhart, an expert in alternative proteins who previously worked at the Good Food Institute, and Thomas Bowman, a chef and food scientist who has developed numerous plant-based products, including Just Mayonnaise, Cookies, and Dressings. Bowman possesses expertise in recreating the molecular composition of animal products from plants, which guided their development of plant-based ice cream. They conducted various tests—primarily in a kitchen rather than a lab—to formulate a plant milk that mimics cow’s milk, suitable for making ice cream, cheese, and sour cream. Eclipse’s products are made with ingredients such as potato, corn, cassava, canola oil, and cane sugar, with the use of calcium citrate to enhance texture and creaminess.
Supported by notable investors like Reddit co-founder Alexis Ohanian, Gmail creator Paul Buchheit, and former Daiya Foods chairman Eric Patel, Eclipse achieved a significant milestone in producing their plant-based milk within the first year. “The result is that we can create plant-based products that replicate the taste, texture, and functionality of dairy,” he explained. The ice cream is marketed as “cowlessly creamy,” and the company plans to expand its retail and foodservice presence while introducing new products to revolutionize the dairy industry. Steinhart stated that the milk they developed can be utilized for any alternative dairy product, indicating a variety of product lines in the future.
When foodservice venues closed, Steinhart mentioned that consumers were eager for their ice cream. The direct-to-consumer website now allows customers to order pints nationwide in three signature flavors: vanilla, chocolate, and cookie butter. “We realized, ‘If we can’t get our product to consumers through one channel, let’s make it available through another,'” he said. “Launching direct-to-consumer has given us significant control over the product.” More consumer packaged goods companies are adopting direct-to-consumer shipping as consumers increasingly turn to e-commerce during the pandemic. Alongside the website launch, Eclipse initiated a collaboration series to introduce limited-edition flavors in July. They teamed up with top chefs across the U.S. to release new summer flavors, with 100% of proceeds benefiting the chefs’ chosen charities. “We contacted them and said, ‘Eclipse is entering the market, and the world is in need. Let’s do something beneficial for everyone,'” he noted.
The company is collaborating directly with these chefs to create limited-time flavors such as Blackberry Tarragon, Oolong Milk Tea, and Toasted Almond Thyme. Eclipse plans to continue this chef series for the next few months, featuring new flavors with different chefs each month. Steinhart believes that working with renowned chefs validates the quality of their ice cream, as they “won’t partner with a subpar product unless compensated heavily, which we aren’t offering. These are all organic partnerships.” So far, the direct-to-consumer launch has been successful, with Steinhart noting that production had to be ramped up due to high demand.
The current climate may be ideal for expansion, as plant-based foods have experienced a higher growth rate compared to overall food sales during the pandemic, according to SPINS data. Steinhart asserts that once plant-based products reach a level where there are no sacrifices in taste or price, consumers will naturally gravitate toward them due to their sustainability and perceived health benefits. Recently, more companies have entered the plant-based and vegan ice cream market. HumanCo acquired a majority stake in vegan ice cream brand Coconut Bliss, dairy-free ice cream brand NadaMoo is intensifying its growth efforts, and Ben & Jerry’s has expanded its plant-based offerings. “We are approaching that tipping point,” he remarked. “There’s been remarkable mainstream acceptance of plant-based foods recently, which is why large food companies are so eager and engaged in the sector.”