Prime Roots, a U.S. producer of clean-label plant-based meats, has upgraded its line of mycelium-based deli meats after years of research and development. According to the company, the new meat alternatives were preferred over conventional deli meats in third-party blind taste tests, and the majority of meat-eaters said they would be willing to switch to the products.
The updated recipes are claimed to be among the only deli meats that are heart-healthy and free of nitrates and cholesterol. Nitrates are found in processed animal meats and are classified as a Group 1 carcinogen by the World Health Organization.
The meat alternatives are also a source of complete protein. Prime Roots says recent studies indicate that the fungi proteins in its products can build muscle more effectively than animal-based proteins such as milk.
The upgraded plant-based meats are designed to be sliced fresh at the deli counter using commercial deli slicers. The range includes seven products — smoked turkey, cracked pepper turkey, smoked ham, black forest ham, salami, cupping pizza pepperoni, and bacon. All can be served hot or cold and are free of gluten, soy, GMOs, and artificial ingredients.
“Growing the category”
Prime Roots was founded in 2017, and claims to offer first-of-their-kind plant-based deli meat and charcuterie products. The meat alternatives are said to be environmentally friendly, with 91% fewer carbon emissions, 92% less water usage, and 89% lower water eutrophication compared to traditional meat production.
The launch of the upgraded range comes just three months after Prime Roots announced its Canadian debut. In the U.S., the brand’s products can be found at hundreds of locations, including delis, grocery stores, and restaurants across over 30 states.
“As a new-school deli brand, we’ve always been committed to giving people the flavor and health benefits they expect from their favorite deli classics,” said Kimberlie Le, co-founder of Prime Roots. “We’re thrilled to unveil our upgraded recipes and new packaging that has been refined over years of feedback and that will drive real results. With some of our retail partners reporting that Prime Roots is driving 20% growth in deli sales, we’re not just taking share — we’re growing the category.”
