Mycoprotein maker Mycorena and plant-based brand Rebl Eats are teaming up to offer meat substitutes to the Nordic market.
Under the new collaboration, Reble Eats’ product development team has created a new line of ready meals containing Mycorena’s fungi-based product Promyc.
Launched by Rebl Eats and branded with Promyc, the line has launched into 15 stores in Helsinki. They have become the best sellers among Rebl Eats’ café range.
The next stage of the collaboration will see the products introduced to the Swedish market, before rolling out into the rest of the Nordic countries and further into Europe.
“The growing market for ready meals is something we’ve had our eyes on for a while now. We have conducted tests both internally and in collaboration with a couple of companies to investigate the possibilities of Promyc in such dishes, especially considered the short shelf life.
“We were surprised by how well Promyc performed, and we’re extremely excited to take it to the real market,” said Mycorena COO Ebba Fröling.
From Rebl Eats’ perspective, it’s all about ‘taking control’ of its ready meals and sandwiches with meat substitutes. “As soon as you take control of the entire product instead of just giving consumers new protein, you can control the taste,” said Rebl Eats co-founder Martti Paatela.
“As far as new options for chicken go, Promyc has definitely been the best we’ve seen so far.”