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Australia’s Vow has today launched Forged Gras in Singapore, Hong Kong and US, making it the ‘first and only’ company actively selling multiple cultured meat products in multiple markets.
Vow’s Forged Gras is a cultivated foie gras, a speciality delicacy that is banned in some regions as it is made from the liver of a duck or goose fattened by force feeding.
Vow says that Forged Gras pays homage to the delicacy, ‘but it’s not foie gras as we traditionally know it’. It's sourced from Japanese quail and crafted without any animal intervention.
First introduced in Singapore in April this year, today’s launch coincides with the ‘first-ever’ sale of cultured meat in Hong Kong, where restaurants will sell both Vow’s Forged Parfait and Forged Gras products.
Vow recently surveyed 1,000 US meat eaters, and found that only 8% had tasted foie gras, with lack of availability being one of the primary barriers. 5% of those who haven't tried foie gras cited ethics as the reason for not trying the delicacy.
Vow’s solution replicates foie gras, while providing the subtle, gamey flavour profile of Japanese quail with the texture of fatty liver.
Vow’s CEO George Peppou said: “At Vow, we’re paving a new path for food by using innovative technology to address real challenges around foods that people want but can’t access. The launch of Forged Gras continues our mission to bring scarce or never-before-seen foods to millions but does so in a way that seeks to innovate, not imitate. By fostering culinary imagination, we aim to create something entirely new, unconstrained by the tradition of even the oldest delicacies.”
#Vow #Australia #Singapore #HongKong #US
