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Prime Roots introduces new line of deli 'meats'
Lauren Ford

Lauren Ford

18 February 2022

Prime Roots introduces new line of deli 'meats'

US alternative meat company Prime Roots has launched a new line of koji deli meats and charcuterie, designed to mimic products found at the deli counter. The new offerings include umami-rich hams, cracked black pepper turkey, pâtés, foie gras, pepperoni and salami. Prime Roots' 'meats' are made with koji, the fungi also used to produce miso and soy sauce – a mycelium that naturally grows in long fibres that slightly mimics animal muscle. Koji meats are naturally umami-rich, GMO-free and have a simple ingredient list. The company hopes to "branch out to a wider audience and reach meat-eaters directly" as its "ultimate goal is to challenge the idea of what makes a meat 'alternative'". The brand's plan is to encourage simple swaps by offering koji meats as an alternative alongside animal meats in restaurants, deli cases and sandwich shops across the US.

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