Close Ad

The Spoon

Daily news and analysis about the food tech revolution

Future Food

What Flavor Unlocks

Sustainable, healthy foods won’t win through guilt trips alone—they need to be irresistible.

Flavor is the most powerful force in our food system. Not nutrition labels, not health claims, not environmental impact. It’s flavor. It’s the gravitational force that decides what we eat, what gets produced, and what companies make billions from.

You know how I know this? Because entire industries exist purely because they figured out how to make food taste incredible, with no other redeemable attributes other than their taste. Chips, energy drinks, candy—these products don’t keep you healthy or feed you efficiently. They have little to contribute to a healthier agricultural system. Yet they exist because food scientists cracked the code on making your brain crave them. And it works. These companies rake in billions by hitting our pleasure buttons just right.

If junk food can build empires on taste alone, imagine what we could do with food that actually serves us.

The Business of Bliss

Every ingredient in a bag of chips is there for one reason: to trigger your reward system as hard as possible. Food scientists call these “bliss points“—the perfect mix of salt, fat, sugar, and crunch that makes your brain say “more.”

Companies making healthier or more sustainable foods face a different challenge. They’re working so hard on the nutrition, the sourcing, the environmental impact, that they can run out of bandwidth to make their products truly irresistible.

Many of these companies get so caught up in their metrics and mission that they lose objectivity about how their product tastes. They delude themselves into thinking their product is more delicious than it actually is. There’s almost an implicit assumption that the nutrition label or sustainable certifications it bears will get eaters to overlook that the thing might actually taste like shit. The result? Products that check all the right boxes on paper but fail the most basic test—do people actually want to eat them?

It’s noble to make food that’s healthy and sustainable, but the average eater can’t taste nobility. They need flavor. We need more brutal honesty about how our food tastes. Especially for the foods that are trying to create positive impact on the health of people and planet. Because if those aren’t also the foods that people crave, then that brand’s impact will never be realized. Flavor is the key to unlocking that impact.

The success of junk food actually shows us the path forward. Flavor isn’t the enemy of healthy eating—it’s the secret weapon we’re not using enough. Instead of fighting our love of delicious food, we should be making healthy food irresistible.

Breeding for Flavor

Dan Barber’s Row 7 Seed Company exemplifies this approach. By breeding vegetables primiarly for flavor first, Row 7 is doing what I think is one of the most important efforts in food today—closing the gap between artificially flavored junk food and real food.

The produce industry has spent decades inadvertently breeding the flavor out of basic vegetables to make them more compatible with the demands of industrial food supply chains. Carrots, potatoes, salad greens—most of what you find in supermarkets has been selected for everything except taste. Is it any wonder kids still have trouble eating their vegetables? We’ve created a food system where a bag of chips delivers more flavor excitement than a carrot and it doesn’t need to be that way.

Remember the first time you tried an in-season, heirloom tomato? I do. It completely scrambled my brain about the theoretical flavor potential of common produce. I felt like I was lied to by the mass tomato industry about how good these things could taste.That first bite was a revelation—sweet, acidic, and startlingly complex, as if I’d been eating tomato-flavored water my whole life. It made me think: what other foods had I been gaslit into accepting?

And how lucky was I to even discover this, when so many people go through life never knowing that vegetables don’t have to taste as bland as the specimens lining supermarket shelves? Of course, it’s not practical for everyone to spend $8 on an heirloom tomato—I get that this sounds like privileged foodie nonsense.

But what if we put the same energy into making vegetables irresistible that we put into perfecting snack foods? What impact would we have on the world getting people to eat more vegetables and fruits by showing them more delicious versions of things they didn’t think could be delicious? Imagine how much we could do to convince people to eat more real food if they understood there was a better, more delicious option waiting for them.

The Twilight of Universal Taste

It’s really hard to try and imagine what a critical mass of people can agree on is delicious anymore. In our increasingly fragmented society—split by culture, class, geography, and digital echo chambers—can we even create flavors that almost everyone agrees taste good? Flavor is so subjective and can often be altered by circumstance, mood, atmosphere, story, context, and a thousand other variables. This requires stepping outside your own taste preferences and imagining what deliciousness means to people from different backgrounds, with different genetics, different food histories.

A spice that seems mild to someone used to fresh, high-quality ingredients might taste intense to someone raised on processed food. Products designed for mass appeal often disappoint people looking for more complex flavors. The challenge is creating food that bridges these different flavor worlds without dumbing everything down to the lowest common denominator—but maybe that challenge is becoming impossible.

If this is true, then the basic assumption of Big Food—create standardized food for the masses—might be fundamentally eroding. Is it becoming a fool’s errand to try to make everyone happy? Perhaps the smarter play is to superserve the people we know who will really like something and forget about being everything to everyone. This shift is already slowly happening in our grocery store aisles, with endless micro-targeted products for specific dietary needs, cultural preferences, and lifestyle tribes.

But I wonder: could anyone create a company today from scratch with as much mass flavor appeal as Coca-Cola once had? Or are we living in the twilight of universal taste, where the future belongs not to products that unite us, but to those that divide us into ever-smaller, more satisfied tribes?

Making Virtue Irresistible

We’re facing huge challenges in the food system: climate change, public health crises, food security. Flavor is the key that unlocks the innate potential of any food to address these problems. The most promising food innovations aren’t asking people to sacrifice pleasure for virtue—they’re making virtuous choices more pleasurable.

Consider the groundbreaking work that Mette Johnsen, CEO of Spora, described in our interview. Spora is a global food research center that emerged from Copenhagen’s revolutionary restaurant Alchemist, bridging avant-garde gastronomy with food science. Her team tackled the 80 million tons of rapeseed cake left over annually after oil extraction—a protein-rich waste stream that looks “more like something you feed a rabbit” and tastes intensely bitter due to compounds that suppress nutrient absorption.

Through fermentation, they transformed this industrial byproduct into what Johnsen calls a “gold standard protein” that’s as nutritionally valuable as soy. The result is a versatile meat alternative that can be formed into burger patties, used in bolognese, or incorporated into spring salads now served at Alchemist.

While Alchemist itself remains a rarified dining experience—accessible to only a privileged few due to cost and location—operations like Spora represent something far more significant: innovation sandboxes where extensive resources and world-class talent can identify patterns of deliciousness that could eventually reach mainstream food channels. The same fermentation techniques perfecting rapeseed protein for Copenhagen’s culinary elite could one day inform products sold at McDonald’s or Walmart. These high-end laboratories serve as proving grounds for flavor breakthroughs that, once refined, can be scaled and democratized.

This illustrates a crucial principle: without solving the fundamental flavor problem first—making something genuinely delicious that people would choose repeatedly—the enormous potential for converting massive waste streams into human food could never have been realized. As Johnsen puts it, they put “deliciousness first” as the essential vehicle for sustainable food choices.

Everyone in the food industry says “it’s gotta taste good,” but how many are actually successful at doing that? The gap between intention and execution is enormous. Too many companies are in denial about how their products really taste compared to what’s already winning in the marketplace.

Sustainable foods won’t win through guilt trips alone—they have to win in the arena of immediate satisfaction. The most exciting food tech focuses on unlocking new flavors that were previously impossible: fermentation that creates entirely new tastes from food waste, growing techniques that concentrate flavor compounds, processing that preserves the sensory qualities usually lost in mass production.

These approaches recognize that flavor isn’t frivolous—it’s the fundamental force that determines which foods survive. Products that taste better don’t just sell better, they reshape eating patterns and ultimately determine the direction of our entire food system.

This essay was inspired by a conversation about The Future of Flavor on The Tomorrow Today Show, featuring host Mike Lee with guest co-host Ali Bouzari (food scientist and co-founder of Pilot R&D), Mario Ubiali (Founder of Thimus), Ori Zohar (Co-founder of Burlap & Barrel), and Mette Johnsen (CEO of Spora).

This post was originally published on Mike Lee’s wonderfully written and informational substack. You can find the post here. You should subscribe!

And you know what? You should also definitely subscribe to Mike’s new podcast, The Tomorrow Today Show, from the Spoon Podcast Network. You can listen to this episode about flavor below.

RFK Jr. Deals Blow to Future Food Startups With Push to Have FDA Drop Self-Affirmed GRAS Provision

U.S. Secretary of Health and Human Services Robert F. Kennedy Jr. has directed the Food and Drug Administration (FDA) to eliminate the “self-affirmed” Generally Recognized as Safe (GRAS) provision, aiming to enhance transparency and oversight in the approval of food ingredients.

Under the current GRAS rule, companies can independently determine the safety of new food ingredients without mandatory FDA notification or public disclosure. This self-affirmation process has been criticized for allowing substances with potentially unknown safety data to enter the U.S. food supply without adequate oversight.

Kennedy’s initiative seeks to close this loophole by requiring companies to publicly notify the FDA and submit safety data for new ingredients. He stated that eliminating this pathway would ensure that ingredients introduced into foods are safe, thereby enhancing consumer confidence and contributing to public health. ​

Eliminating the “self-affirmed” GRAS rule could pose significant challenges for fermentation-based and future food startups, potentially delaying innovation and increasing financial burdens. Emerging companies, especially those developing novel proteins through precision fermentation and cell cultivation, typically rely on the current GRAS framework to streamline the regulatory process and bring new products quickly to market. Without this pathway, startups may face lengthy FDA review periods and higher costs associated with extensive safety testing and regulatory compliance.

It also might just result in massive delays in food product introduction for brands big and small. Like many of the departments within government currently being gutted by Trump and Elon’s DOGE purges, the FDA has seen drastic cutbacks in the number of employees, which as a result makes the higher level of oversight required by the elimination of the GRAS provision pretty untenable. Some commenters, like former FDA head of food (and recent Food Truths guest) Susan Mayne, see the the push towards greater food oversight and less overall manpower as challenging to reconcile.

Trump, RFK Jr., and the FDA Overhaul: A Food Truths Deep Dive with Helena Bottemiller Evich

In a recent episode of the Food Truths podcast, host Eric Schulze sat down with Helena Bottemiller Evich, longtime food policy and food system journalist, to discuss the changes taking place at the FDA under the new administration and the just-appointed head of Health and Human Services, Robert F. Kennedy Jr. Evich, the founder and editor-in-chief of Food Fix, has spent over 15 years tracking the intricacies of food regulation, giving her unique insight to decipher the early signals that come from the agency responsible for overseeing 80% of the U.S. food supply.

According to Evich, the FDA (which is under the department of HHS) is undergoing one of the most significant shakeups in its history, marked by mass layoffs, regulatory uncertainty, and a leadership philosophy that prioritizes aggressive restructuring over continuity. Evich says the administration has adopted an approach akin to “creative destruction,” implementing indiscriminate firings and buyouts that have disproportionately affected the agency’s food regulatory functions.

“If there is a strategy to how they are firing people at FDA, and what the like long-term plan is, I have not seen it,” said Evich.

Mixed Signals for MAHA

One of the casualties of these cuts that concerns Evich the most is within the FDA’s Post-Market Assessment Office, which was responsible for reviewing food chemicals already on the market. Many of the employees in this department were newer hires, making them particularly vulnerable to mass layoffs. This move, she argued, could significantly slow down efforts to strengthen oversight of food additives—a key issue that has been gaining bipartisan attention.

While the indiscriminate firings, such as those in the office that review food chemicals additives, may align with the shock and awe approach being deployed across government agencies by the Trump administration, it also runs at cross purposes with one of the key Make America Healthy Again (MAHA) policy goals of RFK Jr., which has oversight of the FDA, CDC, and NIH in his new role.

While contradictory and self-defeating political maneuvers are nothing new to Trump’s chaotic style of governance, Evich thinks Trump is likely to back RFK Jr. to enforce some of these efforts despite the cutbacks. Kennedy’s push to reduce chemical additives and support for other traditionally more progressive concerns led to Trump adopting some of these issues, which Evich believes helped him at the ballot box.

“I think even President Trump’s most ardent critics would acknowledge that one thing he’s really good at is detecting where there’s energy,” said Evich. “And MAHA has shown itself to be like an animating force. And there are some people who think that the RFK endorsement of Trump and the adoption of MAHA as part of the Trump platform helped get Trump over the finish line in November.”

Impact on the Future of Food Landscape

Schulze and Evich also discussed how the administration’s priorities might affect food innovation, particularly in areas like cultivated meat and precision fermentation. Given the administration’s apparent preference for a “back-to-nature” approach to food, Evich expressed skepticism about whether emerging food technologies would receive strong support.

“There seems to be a real strain of naturalism in this administration,” she said. “If you’re championing raw milk and calling for the removal of synthetic food additives, it’s hard to see how that aligns with embracing new food technologies.”

She also noted that Florida Governor Ron DeSantis’s recent ban on cultivated meat could indicate how other conservative-led states might approach food innovation under this administration.

The Road Ahead for the FDA

Looking forward, Evich emphasized that much remains uncertain. The confirmation of Dr. Marty Makary as FDA Commissioner will be a key development to watch, as he has expressed concerns about antibiotic resistance, the microbiome, and ultra-processed foods. Meanwhile, the newly formed MAHA Commission, tasked with examining the drivers of chronic disease, could shape the administration’s long-term food policy.

“I’m going to be watching really closely for what Marty Makary says in his confirmation hearing,” said Evich. “He’s the FDA commissioner pick, and he has said a lot about food—easily, he has more of a food record than any modern FDA commissioner. He has lots of food mentions in his book. He’s really concerned about antibiotic resistance, the microbiome, ultra-processed foods, and food allergies. Watching Marty Makary, what he says, and watching this MAHA commission—who’s on it, what they’re looking at—is key. This is supposed to be in the first 100 days, and I believe they have to issue recommendations within 180 days.”​

“The big question,” Evich said, “is whether this administration will actually implement stronger food regulations or whether this will just be rhetoric that ultimately leads to little action.”

It was a really good conversation with lots of insights about potential directions for the future of the FDA and other key departments overseeing food and health, so take a listen! You can subscribe to the Food Truths podcast on Apple Podcasts, Spotify, or wherever you get your podcasts.

What The Heck is RFK Jr. Doing at the FDA?

The Thimus T-Box Will Measure Brain Waves to Tell You if Someone is Lying About That New Casserole

So you think you’re a good cook, do ya?

Let me let you in on a little secret: If you’re basing that impression on what people told you about that new casserole recipe or side dish you brought to the potluck, there’s a good chance folks are just being polite.

Sure, not always. Many Spoon readers can no doubt make their way around a kitchen. But the reality is that not everything we cook is a winner, and often times, folks are trying not to hurt your feelings.

But what if we could actually read their brainwaves to determine how they feel about food? With a new system by a company called Thimus, we can now measure brain activity as people try out food to determine how they respond to it.

The new system, called the T-Box, monitors brain activity with a headset decked out with four frontal electrodes. It collects data from the brain’s electrical activity, which the company calls ‘implicit data,’ and then analyzes it alongside survey response data (which they call ‘explicit data’) to determine how a subject feels about a certain food product. They claim they understand how each sense contributes to the final customer perception of a specific food.

Thimus believes that measuring a person’s brainwave activity alongside their responses to survey responses will give a more accurate understanding of how a person really feels about food. The reason for this is it’s often hard for humans to put into words how they feel about a specific food and to articulate whether they like it or not.

Interestingly, the company also claims that its proprietary system can inform and interpret neurological data with a qualitative understanding of the participants’ cultural heritage.

“Our methodology connects the dots of sensory, neurophysiological, and cultural data. Because it is true that our brains all function alike, but they all live experiences in unique ways.”

The Thimus T-Box is being rolled out in partnership with flavor company Kalsec, which will offer it to commercial customers for testing and at a new facility called House of Humans at Wageningen University in The Netherlands, one of the world’s leading food and ag research universities.

So, for now, If you were hoping to strap one of these contraptions on your dinner guests to see how they really feel about your cooking, you’ll have to wait until Thimus releases a home version (or somehow coax your test subjects to take a trip to the Netherlands).

You can watch a video of Thimus using neurosensing technology (pre-T-Box) to gauge subjects’ reactions to alternative proteins below to get an idea of how this technology works.

Thimus & KM ZERO on Alternative proteins - #thimustested

Is The Keto Cereal Craze Over?

I have a soft spot for sugar cereals.

Having grown up in the 80s eating big boxes of Captain Crunch, Lucky Charms, and Life (my friends called me Mikey!), I still salivate when I see big, colorful boxes with leprechauns and monsters in the grocery store cereal aisle.

So when keto-friendly, processed sugar-free sugar cereal substitutes started appearing in 2018 and 2019, I was excited. Like any self-respecting adult, I’d moved on to more responsible breakfast offerings, but saw these new keto-free cereals as a guilt-free time travel machine back to the land of the magically delicious.

I wasn’t the only one. The product’s early success accelerated during the pandemic, a time when people were bored at home and ordering lots of food via delivery. This led to an impressive series B in 2022, where the company scooped up $85 million. That funding fueled the company’s expansion into retail, and now you can find Magic Spoon in places like Costco, Target, and Walmart.

With widespread availability, the company should now be beating the old-school, better-for-you cereals like Grape Nuts and granola, right?

Maybe not. According to a tweet by Andrea Hernández of Snaxshot, Magic Spoon cereal has hit the clearance bin at Sprouts, a chain specializing in premium brands. The pic, which Andrea also posted on Linkedin, led to much discussion about whether the better-for-you keto cereal trend is over.

While it may not be over, you have to wonder about the long-term prospects of Magic Spoon and competitors like Schoolyard Snacks (formerly Cereal School). The first problem is they are just very expensive. Unfortunately for these brands, breakfast cereal is a commodified item, something most normal adults aren’t willing to pay a 3x premium for.

The other problem is addressable market size. I like Magic Spoon (or actual sugar cereal) as a once-in-a-while nostalgic escape, but realistically, I’m not going to make it a part of my everyday routine (and, as I said, I really like sugar cereal). I imagine this is pretty typical of their addressable target market.

Finally, there’s the question of taste. I’m fine with it, as are many others, but some think the sugar-free taste is a poor synthetic representation of the real thing. In a way, this criticism echoes some of those who have heard about Impossible and other plant-based meats (though I would argue both the purchase motivation and rationale for plant-based meat are much stronger, and the addressable market much bigger).

So is the keto, better-for-you sugar cereal trend over? Probably not yet, but I have to wonder if the VCs who wrote large checks for fund companies making tiny boxes of cereal for adults had rigorously worked through all their assumptions about how big these markets would be.

Why a Small Startup in the Middle of Valencia May Be Leading the Wireless Energy & Invisible Cooktop Trend

About a decade ago, IKEA famously released a concept video laying out its vision for the kitchen of the future. The central concept for their envisioned future kitchen was a kitchen table that not only made the experience of cooking and eating interactive with a touch interface, but also had built-in induction transmitters under the table’s surface that transmitted energy to power appliances and powered invisible-to-the-eye heating zones.

It was a compelling peek into what could be. While induction cooktop hob technology was and is a somewhat mature technology, the idea of using an induction transmitter to provide both wireless power and heating in everyday kitchen countertop surfaces fired up our imaginations in the same way Tom Cruise’s John Anderton character did about gesture interfaces more than two decades ago in Minority Report.

Since IKEA released its video, the futuristic idea of using an ordinary surface as a source of power and cooking heat has been inching slowly toward becoming a reality without ever seeming to make it to market. While there have been some efforts in standards-building by the same organization that brought us wireless phone charging standard Qi, actual product introductions of kitchen surfaces with built-in wireless power and heating have been pretty much non-existent.

But that’s changed over the twelve months thanks to a company named Cloen. Nestled on the east coast of the Iberian peninsula, this small Spanish startup has begun to pull back the curtain on the technology they’ve been developing for the better part of a decade. The company’s technology, which it calls Cloen Cordless Technology (CCT), is built around a dual induction plate system that provides heating to cook zones and wireless energy transmission to countertop appliances.

The company’s patented technology is on display in New York City at the flagship showroom of Spanish tile maker Porcelanosa. For Porcelanosa, another (and much older) company that also makes its home in the Valencian Community of Spain, Cloen built a custom-designed set of kitchen countertops and furniture with the CCT technology under the Spanish tile and furniture company’s Gamadecor brand.

You can watch a demo video of the CCT-powered Gamadecor product below:

Cloen Cordless Technology by Gadgets

In addition to building their own countertop kitchen products and those of partners (like Porcelanosa) with built-in transmission systems, Cloen is also working on a new line of countertop small appliances under the BeCordless brand, a joint venture between Cloen and cookware company Bergner. These countertop cooking appliances, which you can see in usage in the video above, include blenders, toasters, and air fryers.

The company is working with Porcelanosa on the cooking surface roadmap to build modular kitchen cooktops with up to five invisible cooking and power transmission zones. It also works with other manufacturers to build kitchen tables with dual-cooking and power transmission zones.

Above: Rendering of a 5 dual induction modular system being developed for 2025 release

The company has also worked with TV show producers in Spain and South Korea to build custom products for chef-centric cooking programs. In fact, you can see the Cloen-powered cooktop on Netflix in the reality TV show Lady Tamara, which is about Spanish aristocrat and chef Tamara Falcó.

For its product in Korea, the company is developing a table similar to the one in the IKEA concept video. However, if you expect to cook on a wood-only kitchen table, you might be slightly disappointed. According to Cloen, the table will have both power zones on the wood surface and induction heating in an in-laid glass area.

The company, which was founded by Pablo Cerra, an engineer by training, has grown to around 20 people, over half of them engineers. The focus on engineering is due to Cerra’s intention of building everything needed for the system. Cloen owns not only the core technology concepts but also develops the software and provides the SoC circuit boards to build into its partners’ systems.

“The secret is the software algorithm and the chip (microprocessor),” Cerra told The Spoon. “That’s secret to the whole technology.”

Cerra and his team decided to build a full-stack company to be an ingredient technology for their own and other brands’ wireless power kitchen technology because he felt the foundation needed to be laid for the market.

“This technology has to be for everyone,” Cerra said. “If you buy a mobile phone now, you can charge it with a normal charger or wireless charging. The thing is, wireless power and induction for the kitchen have to be the same.”

But Cloen isn’t alone. As mentioned, the Wireless Power Consortium is working on its Ki standard, and we’ve heard from multiple appliance brands that they are investigating and actively building products that will include wireless power. Other startups and tile companies are also looking at building wireless power systems.

Stepping back, the arrival of wireless power and invisible cooking zones is also part of a broader trend towards technology and functionality in the kitchen receding into the background. Sure, it’s part of the invisible kitchen design trend, but it’s also bigger than that, part of the megatrend that has technology disappearing before our eyes, fueled by AI, voice and gesture interface platforms, technology miniaturization, and the influence of companies like Apple and, well, IKEA over the past decade.

This Company is Using Baker’s Yeast to Create Invisible Barcodes That Track Food Through the Supply Chain

In a world where food-borne illnesses and food fraud are happening at ever-greater frequencies, tracking food provenance through the supply chain is becoming increasingly critical. The challenge, however, is that the further an ingredient travels from the farm to our plate, the harder it becomes to determine where it came from.

Enter the barcode made from baker’s yeast. A company out of Canada named Index Biosystems has developed a way to use nothing more than the single-cell microorganism and water – combined with its proprietary tracking software – to trace the point of origin for pretty much any type of food product.

According to Index, the company can create a BioTag – the company’s name for its baker’s yeast barcode – by mixing baker’s yeast in extremely trace with water, then spraying or misting it onto a product such as wheat. The spray equipment that applies the water/BioTag mixture varies, but Index says it’s usually just a simple nozzle. The company says that BioTags are incredibly sticky once applied and remain attached to the surface of the grains, withstanding the milling process while remaining detectable in flour. To detect the BioTag, the company or one of its customers uses molecular detection techniques such as PCR and DNA sequencing (because the “bar code” is essentially the unique DNA sequence of the baker’s yeast).

According to Index’s CEO Mike Borg, the company’s technology only needs a small sample of flour – a metric gram – to determine every farm involved in producing the wheat that made that flour. He says that with the company’s BioTags and GS1 standards, they can verify the carbon footprint of a slice of bread.

Borg says that because the BioTag does not involve any genetic modification, the company has already received approval for using the tags in food products from the U.S. FDA and Health Canada. He also says the platform has been proven across various products ranging from commodities to pharmaceuticals.

The challenge of food traceability has been one of the biggest focuses in the food industry in recent years, leading to various approaches, such as NFTs for cattle to digestible food sensors. But by using a DNA-based tracking approach using something as simple as baker’s yeast, Index has essentially taken the bar code concept and integrated it into the food itself.

Incredo Sugar: Redefining Sweetness, Delighting Taste Buds, and Nurturing Health

The intake of excess sugar in our diets is an epidemic that has no season or one that lies stealthily in refrigerators or airplane tray tables. Healthy Food America notes that the United States leads the world in the consumption of added sugars and ranks third in the world in sales of sugary drinks. All this sugar has consequences – the U.S. has one of the highest overall obesity rates in the world and the highest rate of childhood obesity, not to mention heart disease and diabetes.

Several attempts to replace sugar with artificial sweeteners such as Aspartame and Saccharin have been mildly effective, asking consumers to give up taste to unsweetened diets. Natural options such as agave, monk fruit, and Stevia round out this list focusing on substitution rather than the complex approach of manipulating a sugar molecule. Enter Incredo (formerly DouxMatok), an Israeli company with an idea that maximizes the properties of sugar but limits its impact on the body.

Born out of necessity in World War II, the story is a part of history led by Prof. Avraham Baniel, a renowned chemist in Israel. The best retelling of the journey from concept to realization can be found in an episode of the Netflix series “Explained” (Season Three, Episode 1). In short, Prof. Beniel discovered that by adding starch to sugar crystals, consumers could use less sugar with the same taste. Fast forward to 2001 and then to 2013 and 2014, and Baniel brought his earlier discovery back to life with a significant improvement. Using a small “carrier” with the active ingredient (sugar) as part of the refinery process results in a cluster of sugars rather than a new molecule. These clusters will then linger on the tongue, optimizing flavor delivery.

Incredo CEO Ari Melamud

The Israeli food tech startup recently announced the close of its latest (and most significant) fundraising round to date, coinciding with the unveiling of a new company name, Incredo LTD, based on the company’s signature product Incredo® Sugar. In an interview with The Spoon, company CEO Ari Melamud discussed how Incredo is poised to create a healthier sugary experience.

Using a chocolate bar with 13 grams of sugar as an example, Melamud said Incredo could reduce the sugar content by 30 percent to 50%, which could be great news for those with diabetes and other related conditions.

“It changes from one application to another and even from one recipe to another because every recipe is very different depending on the other ingredients inside,” Melamud said. “So, on average, we can say we can drop 40%. And again, our technology is not a diabetes solution. But we’re a mass market solution to help everybody prevent becoming diabetic in many ways. Because if you look at the numbers and statistics on a global average, we’re consuming about three or four times more sugar than recommended. If we can drop it by 50%, 40 to 50%, that’s a big difference for a lot of people preventing people from becoming diabetic actually. This is our main mission and our main tasks.”

Even in its earliest stage, DouxMatok has developed significant commercial partnerships with Better Nutritionals, a supplement manufacturer; Batory Foods, a specialty ingredient company; and Blommer Chocolate Company, North America’s largest cocoa processor and ingredient chocolate supplier.

If the company’s Incredo Sugar has one Achilles heel, it will not work with liquid (preventing use in beverages) because it quickly dissolves, bypassing the product’s lingering taste experience. After hearing DouxMatok’s story, the issues with liquid are small hurdles that could be rapidly overcome.

ADM Partners With New Culture as Part of Growing Buildout of Alt-Protein Production Infrastructure

ADM, one of the world’s largest food processing companies, has inked a deal with New Culture, a startup developing animal-free cheese utilizing precision fermentation, to offer joint product development and scale-up commercialization services.

The deal will help New Culture scale up production of its animal-free casein (casein is the protein that gives cheese its stretchy and melty goodness) as it eyes the commercial launch of its animal-free mozzarella in 2023.

From the release:

The partnership will also include collaborations to advance the commercial scale-up of New Culture’s animal-free casein and dairy products. ADM’s global manufacturing assets and expertise will accelerate New Culture’s efforts toward commercializing their animal-free mozzarella in the U.S. food service market, beginning with pizzerias in 2023. As New Culture grows its commercial footprint, ADM’s production capacity for both fermentation and dairy operations will be made available to meet the demand for New Culture’s melty, stretchy cheese.

The partnership marks the latest in a flurry of new initiatives by the food processing giant to position itself as a scale-up partner for alternative protein startups. Earlier this month, the company announced a joint venture with Asia Sustainable Foods Platform (a subsidiary of Singapore conglomerate Temasek) called ScaleUp Bio. The new company will work A*STAR’s Singapore Institute of Food and Biotechnology Innovation (SIFBI) to provide a lab for precision fermentation and scale-up services. ScaleUp Bio will provide access to 100L fermentation tanks for testing and optimization of future food products and high-scale production capabilities through access to a new facility with a 10,000L fermentation capacity.

The New Culture and ScaleUp Bio deals follow an announcement of ADM’s $300 million investment to build an alternative production center in Decatur. That move followed the acquisition of Sojaprotein in 2021. The company has said these two deals will increase its alt-protein production capacity by 30%.

ADM’s push into alt-protein scale-up services is part of a larger trend by big food to build-out infrastructure for the growing alt-protein industry. Beer giant AB InBev’s BioBrew, a division of the company’s ZX Ventures that provides scale-up for alt-protein startups, is working with Every Company (formerly Clara Foods) to help scale up its precision fermentation-derived egg products. Bitburger, a German-based brewery, is providing precision fermentation production capacity and sidestream byproducts as inputs for development of Mushlab’s mycelium-derived proteins for alternative meats.

Increased investment by big companies like ADM, AB InBev, and Bitburger is just the beginning of what will likely be a multi-billion-dollar alt-protein infrastructure build-out by big food over the coming decade. The Good Food Institute has said $27 billion is needed to meet demand by 2030 for plant-based meat alone. The tally will certainly be much higher when factoring in other alt-protein variants manufactured using cell-cultured and precision fermentation techniques. These investments come as a new wave of biomanufacturing startups building next-generation production facilities continue to pop up and receive funding.

 

Zero Acre Farms Launches a Healthy Cultured Cooking Oil That Tastes Good and Saves the Planet

By his own admission, Zero Acre Farms founder Jeff Nobbs is a thinking man’s entrepreneur. And while he has taken a somewhat circumventous route to the world of healthy food and environmental well-being, diet and nutrition have always been at the forefront of his life.

“Looking backward, even in middle school, I was, you know, the weird kid who brought in chicken breast and radishes for lunch,” Nobbs told The Spoon in a recent interview. “And because I thought that was just the healthiest thing. And I didn’t drink sodas growing up because I thought they were bad. So why would I do something bad? Even then, it always kind of puzzled me that there was so much conflicting advice regarding diet and nutrition.”

Years later, with e-commerce and food industry successes under his belt, Nobbs’ Zero Acre Farm is bringing to market a cultured cooking oil (actually a multipurpose oil) that checks all the boxes. Not only is it healthier than alternatives such as corn oil, soybean oil, and canola oil, Nobb’s new entry into the market uses less water in its production and engages in no deforestation.

Some of the benefits of Zero Acre Farm’s oil include a higher smoke point than heart-healthy olive oil; heat-stable monounsaturated fats (35% more than olive oil; and low linoleic acid (aka 10x less “bad fats” than even avocado oil). By comparison, one cup of corn oil, one of the more common cooking oils, contains 28 grams of saturated fat and 199 grams of polyunsaturated fat.

Moving from e-commerce Extrabux to starting a healthy restaurant in 2015 in San Francisco allowed Nobbs to tap into his lifelong passion for food and forced him to “turn on the fire hose” and gather as much information as he could from varied sources.

“I did not want to make the same mistakes that others have made and learn from others,” Nobbs said. “So I gathered knowledge from my co-founders and a long list of people that each contributed a little bit. And I kind of take each conversation and create my own mosaic.”

One of the lessons Nobbs learned, which has been steadfast in his restaurant, Kitava, and now with Zero Acre, is that creating good-tasting food is as essential as providing health benefits and helping with climate change.

”We’re not going to bring products to market where people must make a sacrifice or where they feel like to do the right thing to the planet,” Nobbs explained. “I think it’s unrealistic to expect consumers to make a sacrifice on one of those critical areas such as taste, and we focused on that from the start of our product.”

Zero Acre Farms employs a fermentation process Nobbs says is between precision fermentation and biomass fermentation. Using his business acumen to its fullest, Zero Acre uses a third party to produce its product at scale, which the founder states will allow it to hit the ground running with a substantial supply of products.

“We’ve seen some companies start with the new product and have 150 units available for sale. We’re not taking that approach; we’re making thousands of units available for sale, and we’re at a commercial scale,” Nobbs says.

After its launch, Nobbs believes there are opportunities to produce food products—such as snack foods—that use cultured oil and a solid fat variety that could take the place of butter or margarine.

While Zero Acre Farms’ product is available today exclusively on its website, in the future Nobbs hopes to bring the product to retail.

Coming Out of Stealth, Paleo Unveils Six Animal-Free, GMO-Free Varieties of Heme

In 2024, imagine walking into Burger King and ordering a mammoth burger. No, not one that is bigger than your head; this Whopper will taste like the extinct proboscideans that roamed the earth millions of years ago. It’s all part of the magic from a Belgium-based food ingredient company called Paleo.

After two years, Paleo has come out of stealth mode to announce its technology to bring the authentic taste and aroma of meat and fish to plant-based meat and fish alternatives with a non-GMO, animal-free heme. As part of that announcement, the World International Property Organization has published Paleo’s patent application, finally allowing Paleo to share details of its precision fermentation technology. 

Hermes Sanctorum, CEO and co-founder of Paleo: “When we set out to create the ultimate animal-free meat or fish experience, we quickly zeroed in on heme. Without exaggeration, we can say that we cracked the code of heme, allowing us to produce GMO-free heme that’s bio-identical to the most popular meats and tuna – as well as mammoth.”

More about the mammoth burger shortly.

Heme, a precursor to hemoglobin, is an essential molecule found in every living plant and animal. In short, it makes meat taste like meat, giving it its mouthfeel and umami sensation. Paleo has created a bio-identical heme that, through precision fermentation, can be adapted to add a specific taste to beef, pork, chicken, and even fish. Heme is essential when it comes to resembling conventional meat products. Heme is responsible for the taste and color of meat. Before cooking, heme will give meat alternatives a red color that turns brown during cooking. Heme also offers superior nutritional value. The iron in heme is easier for the human body to absorb than iron in vegetables.

In an interview with The Spoon, CEO Sanctorum explains the process: “We make the yeast release the protein to the environment, which means you can separate your protein. It’s a pure protein that you have separated from the yeast cells, making it a non-GMO product. We can produce an animal protein identical to what you find in nature but on top GMO-free. So that’s, I think, our unique proposition.”

“It’s like basically like brewing beer,” Sanctorum goes on to explain. “Instead of making alcohol, it makes a protein that you want. Instead of brewing or making wine, it’s producing the animal heme.”

Although the company has been working on its technology since 2020, its patent announcement is a significant step forward that inches closer to realizing a finished product. Sanctorum expects to have market-ready products in 2023, even with the number of steps that need to be tackled. Given precision fermentation at scale is a cap-ex-heavy investment, one reason to share their patent with the world is to attract investors. To date, Paleo has raised $2.5 million in seed funding and $ 2.5M in seed funding and is working on a Series A round to bring its products to the market and broaden its portfolio. 

Another issue is the breadth of products. The ability to create a variety of hemes may sparkle in a press release, but, as Sanctorum acknowledges, focusing on one area to start is a more prudent approach for a young company. Part of that B2B process is working closely with prospective customers. “A lot will depend on demand from our clients,” he said. “We are talking to big and small food manufacturers like small ones, and it will be all about testing those heme proteins and to see how they behave in their commercial recipes.”

Opening its technology kimono also brings potential challenges for Paleo from other companies working on similar approaches. Impossible Foods filed a lawsuit against Motif Foodworks, claiming the company’s HEMAMI protein derived from precision fermentation infringed on Impossible’s patent for making plant-based burgers containing 0.1% to 5% heme protein. Sanctorum calls the legal battle a “side event” and refuses to let it impede his or Paleo’s vision moving forward.

Back to the mammoth burger. Creating hemes for popular foods of today’s world is obvious, but reaching back hundreds of centuries—the question is why?

“Well, it was basically it started as a challenge to us,” Sanctorum said. “I mean, we were thinking, okay, if we can make the obvious ones, can we do that for an ancient protein that doesn’t exist anymore?”

Perhaps the better answer is, why not?

SuperMeat Believes An Open Source Approach to Cultivated Meat Will Benefit All

Lab-grown or cultured meat is a sexy topic that fulfills the dream of healthy eating while saving the planet’s precious resources. Most of the headlines focus on the companies in the four corners of the world waiting for regulators to wave the checkered flag. The more interesting story—at least for those who enjoy looking under the hood—is in the processes, supply chain, and partnerships vital to this promising industry.

To understand the drill-down of what it takes to go from harvesting animal cells to creating consumer-facing products, it’s valuable to speak with visionaries such as Ido Savir, CEO of Israel’s SuperMeat. In addition to his knowledge of cultivated meat, Savir’s background in IT provides him with a panoramic view of the infrastructure needed to build a successful B2B company.

While it might not qualify as an awe-inspiring announcement, SuperMeat recently received a grant from the Israeli Innovation Authority to establish an open-source high-throughput screening system for optimizing cultivated meat feed ingredients. As an analogy, think of it as a system that ensures cows or chickens receive only the best quality feed to produce larger quantities of high-grade meat or chicken. But there is a significant difference.

Savir explains that animals are inefficient producers of their products. “It’s just done more efficiently (in cultivated meat),” the SuperMeat CEO told The Spoon in a recent interview. “In traditional meat production, 70% to 80% of the cost comes from the feed, and animals are just not very efficient conversion machines.” To put it into perspective, the cost of animal component-free (ACF) feed can make or break those vying to play in this space.

Rather than compete with consumer-facing brands such as Future Meat, Eat Just, and Mosa Meat (to name a few), SuperMeat is taking a B2B approach. Working with established meat and poultry providers to build production facilities where companies with existing supply chains can quickly enter the future of the alt-meat market. SuperMeat has announced deals with Germany’s PHW Group and Migros in Switzerland. The Israeli firm is in discussion with potential U.S. partners to reach the stateside market by the end of 2023.

The decision to build a platform for cultivated meat rather than build its own consumer brand directly results from Savir’s tech background, and it is also why the new feed screening system is in the open-source approach. “From my background, and I really believe in open source, and I really believe in sort of a platform approach that can help bring not just one company but the industry forward,” Savir stated.

Also, speaking to his tech background, it’s clear Savir has learned the relationship between capital expenditures and profit. It’s not about cost; it’s about having the right model.

“The way I look at this, and it doesn’t matter how much the infrastructure costs,” he said. “What matters is how efficient and the return you can get from that money. Right. And if you can get that return in a reasonable time, it makes sense, no matter what the cost is. We have our cost of goods models that demonstrate that that makes sense.”

A trip to SuperMeat’s facility in Israel will yield more than a view of lab equipment and many steel fermentation tanks. The facility includes a small restaurant-like space called “The Chicken,” where potential business partners, consumers, and others can taste the lab-grown animal protein. Savir says it’s more than just a pretty place to show off.

“We’re trying to do things a bit differently,” Savir said. “We thought it was important for us and our potential clients, which are food companies, to have that full transparency and traceability.”

See video of the makeshift eatery below:

World's First Cultivated Meat Blind Tasting Full Reel