New hybrid products are preparing to enter the European market
Meat continues to dominate the protein market and demand is expected to increase further in the coming years. By 2050, global meat consumption is estimated to reach between 460 million tonnes and 570 million tonnes – the latter of which would be double 2008 levels.
At the same time, the pressure to reduce meat intake is also increasing. Meat production is estimated to account for around 15% of all greenhouse gas emissions, and governments, manufacturers and consumers are taking notice. In response, the plant-based food market has exploded.
But new plant-based meat and seafood alternatives have failed to fully convince consumers: the flexitarian diet rules. Even mixed plant-based and meat products have struggled to appeal to consumers, with Tyson Foods and BrewDog among the companies that have launched, and then retired, hybrid meat and plant-based products in recent years.
However, not everyone has lost hope in the hybrid concept. Sweden-based mycoprotein maker Mycorena is partnering with industry players to mix mushrooms with meat, which the startup believes will “enable changes in consumer behavior.”
“Meat-like” characteristics in a hybrid product.
Mycorena believes that such hybrid products can reduce consumers’ meat consumption “significantly”, while providing sufficient nutrients and a “meat-like” eating experience.
“We have to change the way we produce food and reduce meat consumption. But for everyone, completely cutting out meat is unrealistic. Becoming a vegetarian is a big step for many.” said Sandar Zachrisson, Head of Product Innovation at Mycorena.
“Hybrid products can solve this problem. By mixing meat and mycoprotein, we can reduce the environmental impact while consciously consuming meat.”.
Mycorena launched its mycoprotein ingredient Promyc – made from a “unique” unknown strain of fungus – in 2019. Using fungal mycelium, the start-up utilizes the fungal biomass produced during fermentation.
The company claims that Promyc is “neutral” in taste with a “meat-like” texture, making it an excellent option for hybrid blends to maintain the taste and texture desired by consumers.
In collaboration with the meat manufacturer Nybergs Deli and the supermarket retailer ICA, Mycorena develops hybrid prototypes to test mixtures and validate products on the market.
Cooperates with a meat producer and retailer.
Product development will initially focus on a hybrid minced meat, produced together with Nybergs Deli in Sweden.
“We are aware that meat is a food with an environmental impact and that consumption accounts for part of people’s climate impact. We also believe that overall meat consumption will decrease slightly over time.” said Mikael Ottestig, Commercial Director at Nybergs Deli.
“We think there is great potential for hybrid products for consumers who want to continue to enjoy meat but in a slightly smaller amount.”.
Mycorena will then test the market and consumer demand for the new category with ICA. By adopting a more “consumer-oriented approach”, the collaboration hopes to provide families with healthy, sustainable and affordable products.
“We see potential in developing hybrid products in the meat and charcuterie category that make it easier for consumers to make healthier and more sustainable choices off the shelf,” said Peder Ahlberg, category manager meat/charcuterie at ICA. “It should be easy to choose even more nutritious everyday favorites at ICA.”.
The first commercial products from this collaboration are expected to hit the shelves in the fourth quarter of 2023.
Expand mycoprotein into new categories.
The collaboration is another sign of Mycorena’s commitment to expanding the presence of mycoprotein into multiple categories.
Last year, the startup claimed to have developed the first mushroom-based butter prototype, marking its transition to alternative applications for high-fat dairy products. “This is something our team has been trying to figure out for more than a year, with little success until recently,” Chief innovation officer Paulo Teixeria told us then.
“Typically, mycoprotein is thought of as a non-functional protein ingredient that needs other ingredients to create interesting food structures. We’ve just shown here that’s not true, you just have to work in the right way.”.
And three months ago, the startup entered into a research collaboration with Revo Foodsto explore the potential of mycoprotein in vegan seafood parts. Specifically, the bond will explore a new method of treating mycoprotein to make it suitable for 3D printing.
“With this technology, the possibilities for texture and shape are on a different level compared to current meat analogues, and are limited only by the imagination, not the processing methods.” Mycorenas Teixeira said.