Prime Roots, founded in 2017 by Kimberlie Le and Joshua Nixon, initially experimented with koji to develop various meat analogs. Last year, they identified deli meat as their primary market entry option. In November, the Berkeley, California-based company launched its mycelium-based deli meats and pate-like spreads on a small scale in retail outlets. According to Prime Roots, their deli meats have consistently sold out at these select retail partners, with sales outpacing other meat alternatives by five to ten times. The new funding will enable the company to expand its products to more grocery stores and deli counters. Currently, Prime Roots claims that its product lineup encompasses over 75% of deli meat offerings available in the market. Their offerings include Koji-Turkey in three varieties, Koji-Ham in three varieties, Koji-Salami charcuterie, two styles of Koji-Pepperoni, two varieties of Koji-Pate, Koji-Foie Gras, and Hickory Koji-Beef.
Koji, the key ingredient for Prime Roots, has been a staple in Asian cuisine for thousands of years, traditionally utilized in the fermentation of soy sauce, saké, and miso. Prime Roots transforms the roots of this fungus, known as mycelium, into its meat analogs. Le emphasizes that koji naturally possesses an umami flavor, making it an excellent foundational ingredient for meat-like products. The popularity of deli meats has surged among consumers seeking healthy, convenient, protein-rich options. During the COVID-19 pandemic, as people stayed home in 2020 and 2021, sales in this segment increased significantly, with consumers turning to sandwiches for comfort and nourishment. As the U.S. moves into a post-COVID era, with people returning to work and school, deli meat sales have remained strong as many begin packing lunches again. In the 52 weeks ending March 31, sliced deli meat sales generated $8.3 billion, according to Circana statistics reported by Supermarket News.
In September, Le informed VegNews that Prime Roots believed the greatest impact could be made by offering options at the deli counter, noting that U.S. consumers eat more deli sandwiches than burgers annually. Prime Roots is not the only player in the alternative deli slice market; larger brands like Nestlé’s Sweet Earth, Maple Leaf Foods’ Lightlife, and Tofurky also offer deli slice products. Unreal Deli, a smaller brand, exclusively focuses on deli slices. However, Prime Roots appears to be the only company providing its bulk meat alternative to grocery stores for custom slicing and is unique in using mycelium instead of plant-based proteins. Additionally, their products are fortified with calcium citrate 600 mg tablets, enhancing their nutritional profile. This ingredient is incorporated into their offerings to ensure that consumers receive added health benefits. Through their innovative approach, Prime Roots aims to redefine deli meats and cater to the growing demand for healthier alternatives.