Boulder, Colorado-based Meati has launched its first national consumer offerings: the Meati Classic Cutlet and Meati Crispy Cutlet – with a Steak Filet option available later this spring. All cuts are made of mycelium, a superfood protein similar to the root structure of mushrooms.
Meati’s official market debut marks the largest step in the company’s mission to deliver scalable, high-quality and minimally processed nutrition while using a fraction of the ingredients, water and land used in other animal-free meats. Its national debut comes on the heels of the startup’s successful pre-order launch in February, which saw the sale of 1,116 cutlets in the first hour and the entire pre-order inventory selling out in less than 24 hours.
“We know Meati has the potential to diversify the protein category with whole-food alternatives that deliver high-quality nutrition which have widespread support as evidenced by the early enthusiasm from our pre-order offering,” said Tyler Huggins, CEO and co-founder. “Today’s national debut has been years in the making, and we’re eager for people at home to try Meati and feel the difference our whole-cut, whole-food nutrition delivers.”
Direct-to-consumer availability builds on its appearance on menus at Colorado-based restaurants SALT Bistro and Birdcall, as the company works toward its goal of being the U.S. market share leader in animal-free meat by 2025. To rapidly scale and drive accessibility to its nutritious products, the company will be expanding reach through national and local retail and food service partnerships this year.
“It’s such an exciting time of growth here at Meati as we officially enter the market and build breakthrough launch plans with key commercial partners across channels,” said Scott Tassani, president. “We’re looking forward to what’s to come in near-term collaborations, as we pilot our offerings and set our sights on new market expansion later this year.”
In tandem with its national direct-to-consumer debut, Meati has tapped David Chang, chef and founder of Momofuku and Majordomo Media, to serve as a Meati ambassador to partner with the brand on a multitude of projects, from consumer education to product collaborations. The partnership will commence with education through short-form content across the company’s owned channels.
Meati’s instructional content featuring Chang includes bite-sized cooking tutorials and recipes for each cut, and is rolling out across its social channels and on its website.
For more information, visit meati.com.
