Addressing Texture and Taste Challenges in Alternative-Protein Products
Momentum Foods aims to appeal to meat lovers by incorporating animal ingredients in their hybrid alternative-protein products. This approach helps overcome the challenges related to texture and taste. The Los Angeles start-up, founded by former Beyond Meat and Plenty Unlimited engineers Saba Fazeli and Brice Klein, has recently launched Paul’s Table. This ‘steak’ is made up of 90% plant-based ingredients and 10% beef fat, bone broth, and collagen. The range includes three different options and is now available in select US retailers.
Funded by the Y Combinator incubator program, Fazeli explains that they decided to include a small amount of animal ingredients to cater to the concerns and needs of meat-eating consumers. These concerns include price, flavor, and health benefits. The Paul’s Table range offers ready-to-eat alt-steak products that mimic the real thing, thanks to the inclusion of browned animal fat during the heating process, which enhances the flavor.
“While I strongly believe in the sustainability and health benefits of plant-based meat, it hasn’t yet become the durable solution I hoped it would be,” says Fazeli. “By incorporating a small amount of real animal fats into a mostly plant-based matrix, we are able to enhance the flavor, texture, and overall sensory experience of the product, which is truly remarkable.”
Competitive Pricing and Attracting Meat Eaters
Momentum Foods’ main mission is to attract meat eaters who are open to alternative protein options. The Paul’s Table range, including Carne Asada, Teriyaki steak, and chopped steak, is currently available in around 20 retail stores in East Los Angeles. Fazeli suggests that their products can compete on price and aims to build consumer following and scale before expanding their product line.
“Our products are priced at around $11.99 to $12.99 per pound, which is quite exciting as it matches the price range of similar animal-based products in the market,” Fazeli states. “By using animal by-products, we can manage our cost of goods and ingredient costs more effectively compared to using expensive natural flavors commonly found in plant-based products.”
Momentum Foods aims to undercut the cost of meat per pound by focusing on scale and maintaining strong margins. While they currently have funding from Y Combinator and some angel investors, their strategy is to drive revenue and sales in as many retailers as possible.
Innovative Ingredients and Simplified Recipes
The plant-based components of Paul’s Table steaks include wheat, soy, and brown rice protein isolates, combined with natural flavorings like garlic and onion powders. The choice of these base ingredients is driven by a need for cost-effectiveness, availability, and scalability. Fazeli emphasizes the importance of mitigating consumer concerns around processed foods by keeping ingredient lists short and easily understandable.
“Our R&D efforts focus on creating products that taste great without using complex ingredients,” Fazeli explains. “We want to ensure that our products provide a satisfying experience for consumers while being cost-effective and widely accessible.”