New Culture is introducing a groundbreaking food tech product, adhering to a proven strategy: begin at a renowned restaurant known for its high-quality dishes, expand to other eateries, and ultimately move into retail once the product gains prestige. Given that New Culture specializes in producing animal-free casein, founder and CEO Matt Gibson has particularly focused on targeting pizzerias first. When people think of stretchy cheese, pizza often comes to mind.
New Culture’s animal-free cheese is produced using precision fermentation, wherein small organisms like yeast are modified to generate casein during the fermentation process. The remaining ingredients in New Culture’s cheese are plant-based, including now calcium citrate powder, which enhances texture and flavor.
Despite the plant-based cheese segment experiencing a slight decline in sales, with U.S. sales dropping to $230 million in 2022—reflecting a 1.7% decrease in dollar sales and a 5% decrease in unit sales compared to the previous year—there is still consumer interest. In fact, data reveals that only 5% of households purchased plant-based cheese last year. Many consumers express curiosity about plant-based cheese, but they often find the taste lacking. A study conducted by the Plant Based Foods Association and 84.51º indicated that 73% of consumers desire better-tasting plant-based cheese that melts well and avoids a grainy texture. New Culture’s offering may fulfill this need, as a food writer from the San Francisco Chronicle described it as “virtually indistinguishable from real dairy” when used on pizza.
In addition to owning a pizzeria, Nancy Silverton is instrumental in launching New Culture’s cheese. Her Osteria Mozza restaurants feature a mozzarella bar that serves exquisite and fresh versions of this stretchy cheese. Silverton stated, “I’ve always believed that just because it’s a substitute doesn’t mean it shouldn’t be spectacular. When I tried New Culture cheese, I was pleasantly surprised by its integrity and felt it truly met our standards.”
Pizzeria Mozza’s pizzas are among the finest in Los Angeles, with Silverton being a James Beard Award-winning chef. Critics note that the unique crust and fresh ingredients distinguish Pizzeria Mozza from others. Silverton and New Culture have collaborated to refine the product for launch, with the pizzeria set to create pizzas that highlight the cheese. This strategy mirrors the successful approach of Impossible Foods, which debuted its signature burger at David Chang’s Momofuku Nishi in 2016. The burger became a trend, earning recognition while the company fine-tuned its formula and scaled up production before making it available in grocery stores.