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UK functional mushroom grower Urban Farm-Produce has unveiled Prepared Mane, its first range of ready-to-cook, organic lion’s mane mushroom products targeting the meat alternatives category.
The range, which features both chilled and frozen products, positions itself as a whole food-based alternative to many of the ‘ultra-processed’ plant-based meat alternative options, as consumers increasingly seek cleaner labels and natural ingredients.
It made its debut on 27 February with the online launch of Smoked and Unsmoked Steaks and a versatile, customisable Mince, all made using certified organic lion’s mane mushrooms grown at the company’s UK facilities.
Lion’s mane, a trending functional mushroom associated with health benefits in cognitive function and mental wellbeing, can provide a simple base ingredient for meat-free innovation that benefits from positive consumer perceptions, as well as being free from common allergens soy and wheat.
Urban Farm-Produce praises the mushroom for its texture, nutritional potential and ability to absorb flavour, while tapping into consumer demand for ingredient transparency and local sourcing.
The product range also aims to respond to a growing need within the foodservice industry, with chefs and operators seeking meat-free solutions that are efficient to use and available in bulk quantities while meeting high standards of quality. Optional rubs and marinades are offered as a cooking aid for added convenience.
Elliot Webb, CEO of Urban Farm-Produce, said: “Prepared Mane is our response to a category that’s lost touch with what vegan-friendly should be. Consumers are looking for food that’s simple, clean and recognisable, and right now, too many meat-free products are anything but.”
He added: “Growing Lion’s Mane here in the UK allows us to create a meat-free solution that’s local, transparent and genuinely sustainable. Prepared Mane reflects everything we believe food innovation should be: responsible, honest and rooted in real ingredients.”
