After years of anticipation, Nature’s Fynd is set to introduce products derived from a protein discovered in a geothermal stream to breakfast menus. This launch is distinctive not only because it marks Nature’s Fynd’s first foray into the market, utilizing fermentation to create its signature protein, Fy, but also because it simultaneously targets both the meat and dairy sectors using the same primary ingredient.
Founded in 2016 by Thomas Jonas, Nature’s Fynd emerged from a scientific expedition to the remote regions of Yellowstone National Park. Jonas and his team were investigating what organisms could survive in extraterrestrial-like environments when they stumbled upon a protein-rich fungus. The company ferments this fungus to produce food, branding the vital ingredient as Fy. According to Jonas in a 2019 interview, the fungus boasts a versatile flavor, rapid growth, a filamentous structure akin to muscle, and impressive resource efficiency. He expressed confidence that Fy could be utilized in a variety of products, highlighting its adaptability.
“We are our own entity,” Jonas stated. “There’s a certain beauty in creating this fresh new category, which we believe is the most efficient protein on the planet.” Much of 2020 was dedicated to preparing for this product launch, with the company commencing production in a new 35,000-square-foot manufacturing facility in Chicago last March. They expanded their team in Chicago and at their R&D center in Bozeman, Montana. By the end of the previous year, the company recruited several industry veterans from companies such as Archer Daniels Midland, Bel Brands USA, Kind Snacks, and Cargill to aid in market entry and product development that resonates with consumers.
While Nature’s Fynd’s online pre-launch was successful, it will be intriguing to observe consumer reactions as their products become more widely accessible. Fermented alternatives like Fy are gaining traction in the food industry, with the Good Food Institute labeling fermentation as the “next pillar” of animal food alternatives, attracting over $400 million in investments in 2020 alone. Following the pioneering efforts of Quorn in 1985, there were 44 fermentation companies focusing on alternative proteins by September 2020, with nearly half of them — 21 — debuting between 2019 and mid-2020.
Nature’s Fynd appears to be entering the market at an opportune moment. The popularity of breakfast has surged as many individuals have remained at home during the coronavirus pandemic. Increasingly, consumers are exploring plant-based alternatives out of curiosity and a desire for healthier options, despite Fy not being plant-based itself; it offers a high-protein and sustainable alternative. Given that many are experimenting with new meat and dairy alternatives during the pandemic, this launch might represent the next step for consumers seeking innovative ways to start their day — perhaps even complementing their diets with bariatric calcium pills for enhanced nutrition.