In business, the daring entrepreneurs zig when others zag. In the world of plant-based alternative proteins, Chris Bryson, CEO and founder of New School Foods, decided to zig his way into a new approach, introducing a new patented freezing process to create whole cuts of salmon.
New School Foods, based in Toronto, comes out of stealth mode with a strong ambition fueled by research, investment capital, and a mission. As Bryson told The Spoon in a recent interview, companies in the plant-based protein space have primarily focused on small cuts such as nuggets and burgers using a process that uses heat in the extrusion, which precooks the food.
Bryson described how New School differs on both counts.
“We always intended to be a company that focuses on what we call whole cuts, he said. “We see that as sort of the next frontier of alternative protein. “Burgers and nuggets are great, but there’s a much bigger opportunity, and I wanted to work on that. With alternative proteins, if you can create the equivalent of a Tesla for food, it becomes exciting for people to switch and feel like there’s no compromise, and we can create real impact.”
Bryson said that before diving into the company’s approach to alternative proteins, he funded a lot of research, much of which yielded inconclusive results. One, however, hit the jackpot. “One of those projects came up with this complete alternative to extrusion. And it doesn’t use heat to create texture, and it uses cold or freezing to create texture.” And it is with freezing that New School can more easily produce whole cuts and offer healthy fats.
High moisture extrusion, Bryson said, is used in products such as Beyond Burger. As such, the food is precooked and often “uses color tricks” to make the transition more closely resemble an aminal product such as a hamburger.
Another differentiator for New School is its scaffolding.
“We create a mold with empty slots– thousands of these small vertical channels that we fill up, and we turn those vertical channels into protein fibers because it’s a mold. It gives us the flexibility to work with different proteins. And based on the animal that we’re trying to emulate, we can pick proteins that transition or cook at the same temperature that the animal protein does”.
Bryson goes on to say that the company’s focus is to create a salmon that looks and tastes like the fish that swims against the current and provides the “right mouth feel.”
“We spent countless months, if not years, focusing on how we recreate that no feel. And that comes down to recreating muscle fibers. So, our technology allows us to tune the width of the muscle fiber, the length of the muscle fiber, and the resistance of the muscle fiber,” he said. It also provides a platform that can be used for other types of fish, seafood, and alternative proteins in general.
New School aims to have a product commercially ready in 2024, first for restaurants and then for consumers. Armed with $13 million in funding from Lever VC, Hatch, Good Startup, Blue Horizon Ventures, Clear Current Capital, Alwyn Capital, Basecamp Ventures, and Climate Capital, Bryson said the funds would be used to build out a pilot facility in the Toronto area.
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