Prime Roots Revamps Koji-Based Deli Line with Improved Texture and Strong Consumer Response
- Marc Violo
- Jul 16
- 2 min read
US-based Prime Roots has launched an updated version of its koji mycelium deli meats, following years of consumer feedback and third-party taste testing. The startup, which gained visibility through Netflix's You Are What You Eat, reformulated its turkey and pork cold cuts for the first time in seven years. In blind taste tests, more than half of meat-eaters preferred the new versions over conventional cold cuts.
The company credits two years of iterative R&D for the upgrade, refining flavour and texture while maintaining its clean-label formulation. The entire range remains free from gluten, soy, and nitrates.
A Whole-Food Alternative to Processed Meats
Founded in 2017, Prime Roots uses koji mycelium—Aspergillus oryzae—as the foundation of its products. Koji grows in just two to three days, making it faster to cultivate than most fungal species or animal livestock. It forms a dense, meat-like base that the company combines with other plant- and fungi-derived ingredients.
Unlike other brands that sell pre-sliced alternatives, Prime Roots distributes whole cuts to grocery and deli partners for fresh slicing at the counter. This approach helps it better mimic the customer experience of traditional deli meats.
The revised lineup includes smoked turkey, cracked pepper turkey, black forest ham, salami, bacon, and cupping pepperoni. Products are already available across over 30 US states and parts of Canada.
Health and Nutrition Front and Centre
With deli meats categorised as Group 1 carcinogens by the World Health Organization, Prime Roots is positioning its products as a health-forward alternative. Its offerings are high in protein and fibre, with zero cholesterol.
Consumer demand backs the strategy. According to Research by the American Heart Association, 77% of American adults want to eat healthier, and 36% are actively reducing meat intake for health reasons. Among those unsure about dietary changes, 65% say they would try a plant-based diet if shown to improve health outcomes.
Early Signs of Market Traction
According to Green Queen Media, retailers report that Prime Roots products are contributing to a 20% increase in deli category sales, suggesting the products are expanding the segment rather than cannibalising existing options. This success follows a $50 million raise that included participation from Quorn, one of the global leaders in mycoprotein production.
Prime Roots joins a growing list of US mycelium-based meat startups, including MyForest Foods, and The Better Meat Co. The category is also drawing interest from incumbents, with Beyond Meat now exploring mycelium-based clean-label options.
As competition grows, Prime Roots aims to distinguish itself through ingredient transparency, whole-food fermentation, and deli counter partnerships.
