Prime Roots, a US-based food tech company founded in 2017, is expanding its presence in the plant-based protein market by focusing on deli meat alternatives for retail and foodservice. The company has developed alternatives to ham, turkey, and salami made from koji mycelium—a fungus known for its umami flavour and use in traditional East Asian cuisine.
The company’s range is designed to fill a gap in the market for plant-based deli meats, particularly as demand increases from flexitarians and younger consumers seeking clean-label, sustainable options. Prime Roots’ products are free from preservatives, cholesterol, and nitrates, and the ingredient list is deliberately short and recognisable, positioning it as a low-processing alternative in a category often criticised for additives and artificial components.
After years of R&D, Prime Roots built its products to be a one-to-one swap for traditional deli meats, requiring no new equipment or additional training for foodservice operators. The brand is currently available in 18 US states and plans to expand nationally through 2025 and 2026, with a balanced strategy across both retail and foodservice channels.
The company also sees potential to scale its fermentation-based platform beyond deli meats, citing the versatility of its koji mycelium base for other alternative protein formats.