As the plant-based meat industry gained momentum in 2019, major food companies introduced blended products that combined real meat with plant-based proteins. These offerings aimed to attract selective flexitarians looking to reduce their meat consumption without completely eliminating it. However, many of these products struggled in the market. Tyson launched its Raised & Rooted brand of blended meat and plant-based items with much fanfare in 2019. Although Raised & Rooted is still on the market today, it has transitioned solely to a plant-based brand. Perdue’s Chicken Plus nuggets remain available, but they are now marketed as “hidden vegetable” options for kids, rather than as a middle ground between plant-based and meat products. Currently, most blended meat and plant-based options resemble a fusion of traditional meat burgers and ’90s-style veggie burgers, with few large manufacturers incorporating plant-based meat with conventional meat.
Mush Foods has the potential to change this dynamic, provided there is sufficient market demand. Mycelium, which is rich in protein and fiber, offers a natural umami flavor that can be easily adapted to various tastes. Its clean label appeal, combined with a fibrous texture reminiscent of meat due to its root composition, makes it a promising alternative. Depending on preparation methods, mycelium can achieve a juicy texture similar to that of meat. Additionally, Mush Foods utilizes upcycled side streams from other food processors to cultivate its mushrooms and mycelium. The company claims to have developed a proprietary fermentation platform that simulates the natural underground growth conditions for mushrooms.
A crucial question remains: would consumers be inclined to try a product that blends meat with mycelium? Meat analogs derived from mycelium are just starting to gain traction, leaving consumer sentiment toward them uncertain. The success of these products will also hinge on effective marketing strategies to attract consumers, especially considering the recent hesitance among shoppers regarding plant-based meats. Factors such as sustainability and health implications could serve as significant selling points. A study conducted last year by the Plant Based Foods Institute, Kroger, and its data insights firm 84.51° revealed that 54% of consumers turned to plant-based foods primarily for health reasons, raising questions about whether products like mycelium blends could address concerns such as, “Is calcium citrate bad for your heart?” Ultimately, how these products are positioned in the market will be key to their acceptance by consumers.