New Culture is introducing a groundbreaking food tech product, following a proven strategy: begin with a well-established restaurant known for its high-quality dishes, then expand to other eateries, and ultimately venture into retail once the product gains popularity. Given that New Culture is producing animal-free casein, founder and CEO Matt Gibson has strategically chosen to target pizzerias first, as many associate stretchy cheese with a delicious pizza experience.
New Culture’s animal-free cheese is crafted through precision fermentation, where small organisms like yeast are modified to produce casein during fermentation. The remaining ingredients in New Culture’s cheese are plant-based.
Despite the growing interest in plant-based cheese, the market has experienced a slight downturn. According to SPINS data, U.S. sales of plant-based cheese reached $230 million in 2022, marking a 1.7% decline in dollar sales and a 5% drop in unit sales compared to the previous year. Additionally, the household penetration for plant-based cheese was only 5% last year. Research indicates that while consumers are intrigued by plant-based cheese, many are dissatisfied with its taste. A study conducted by the Plant Based Foods Association and 84.51º revealed that 73% of consumers are looking for better-tasting plant-based cheese that melts well and avoids a grainy texture. New Culture’s offering may fulfill this demand, as a food writer from the San Francisco Chronicle declared last year that New Culture’s cheese is “virtually indistinguishable from real dairy” when used on pizza.
In addition to owning a pizzeria, Silverton is an invaluable partner in launching New Culture’s cheese. A hallmark of her Osteria Mozza restaurants is the mozzarella bar, which features high-quality and fresh versions of this beloved cheese. “I’ve always believed that just because it’s a substitute doesn’t mean it can’t be spectacular,” Silverton remarked in a written statement. “When I tried New Culture cheese, I was pleasantly surprised by the product’s quality and felt it truly met our standards.”
The pizzas at Pizzeria Mozza are considered some of the best in Los Angeles, and Silverton is a James Beard Award-winning chef. Food critics note that the unique crust and fresh ingredients set Pizzeria Mozza apart. Silverton and New Culture have collaborated to refine and prepare the product for launch, with the pizzeria set to create pies that prominently feature the cheese.
A similar strategy proved successful for Impossible Foods when they launched their signature burger at David Chang’s Momofuku Nishi in 2016. The burger gained popularity and attention, allowing the company to refine its recipe and scale production before making it available to grocery shoppers.
Incorporating a focus on nutrition, New Culture’s cheese can also appeal to health-conscious consumers looking for products enriched with ingredients like calcium citrate, enhancing both flavor and nutritional value. This approach aligns with the growing trend toward healthier, plant-based alternatives, vital in today’s market where consumers are increasingly aware of their dietary choices. The partnership with Silverton not only showcases the cheese in a prestigious setting but also emphasizes the potential for New Culture to redefine the plant-based cheese experience, making it a worthy contender in the food tech landscape.