Cultured meat is taking the protein industry by storm, as the innovative process continues to evolve and expand into the retail and foodservice sectors. One company at the forefront of this movement is Memphis Meats, which recently announced that it would not only be rebranding as UPSIDE Foods, but has also debuted its first-ever consumer offering in addition to breaking ground on a pilot plant in San Francisco, California.
"Our team introduced the world to cultured meat, and the evolution to UPSIDE Foods communicates our passion and potential to make our favorite foods healthier for the planet," said Uma Valeti, CEO and Founder of UPSIDE Foods. "Our new name showcases the work we are doing to make eating meat a force for good. We can't wait for consumers to try our UPSIDE chicken soon. If you love chicken and the planet, UPSIDE is for you."
UPSIDE Foods helped found the field of cultured meat back in 2015, and this rebrand—along with the announcement of chicken as its first available product to shoppers—serve as major milestones for the company. According to a press release, the brand’s chicken will be available to consumer this year, pending regulatory review.
The new UPSIDE chicken is grown completely from animal cells, thereby cultivated without the need to raise animals and not a plant-based meat alternative. Chicken was chosen as the company’s first commercial product because it has rapidly become a choice meat for consumers globally and its versatility lends itself to a variety of applications and recipes across cultures.
"Consumers are hungry for products that are humane, sustainable, and delicious, and UPSIDE Foods is meeting them at the center of their plates with meat they can feel good about. This has the potential to revolutionize the way people eat and is incredibly exciting. The world 20 years from now may be completely different due to UPSIDE Foods, which is why I've personally invested in the company," said John Mackey, CEO of Whole Foods.
In order to create the scale necessary to debut its new chicken product, UPSIDE Foods also recently broke ground on a plant-based pilot in the San Francisco Bay Area. The end-to-end facility will produce, package, and ship the cultured meat all under one roof.
"We want to become the preferred brand for the next generation of meat lovers," added Maria Occarina Macedo, Director of Brand and Creative at UPSIDE Foods. "And we wanted our brand to reflect the essence of what our product and company is all about: delicious, sustainable, and humane meat for everyone. The future of food is all about activating the upside."
What will be the next steps for UPSIDE Foods as it maintains a central foothold in the growing cultured meat sector? Deli Market News will keep an ear to the news wire to bring you the answers.