The premium segment is emerging as the primary focus for many cultivated food companies, and the reasons are clear. High-end products not only offer higher profit margins but also serve a market eager for novel, ultra-luxurious culinary experiences. With the cultivated food industry striving to achieve price parity, premium offerings represent the quickest path to profitability.
“Luxury and sustainability are increasingly pairing in the food industry, with ‘haute cuisine’ acting as a catalyst for these sustainable and high-quality innovations,” Nicolas Morin Forest, CEO of Gourmey, told The Cell Base. The strategic emphasis on premium products allows companies to tap into a consumer base willing to pay more for both exclusivity and innovation, a trend that is setting the tone for future growth in the industry.
Roee Nir, co-founder and CEO of Forsea, echoed this sentiment, highlighting the importance of selecting premium seafood products that can reach price parity faster than more common options. “We target only species at risk – ones that have substantial market potential and a high price point, with a real unmet market need,” Nir pointed out. “As a company focusing on cultured seafood, it is important for us to focus on products where price parity could be achieved as soon as possible. As such, premium products are the obvious choice.”
Profitability and sustainability
By focusing on cultivated freshwater eel, a species that cannot be bred in captivity, Forsea is addressing both market demand and sustainability. “Asia is the key market for us since it’s the largest market for freshwater eel,” Nir added.
Forsea’s cultivated eel targets a premium market with a substantial value proposition. The endangered species’ population has dropped by a staggering 90-95% over recent decades, causing disruptions in ecosystems and diminishing supplies of this sought-after delicacy. With a market potential in the billions, Forsea’s eel taps into a niche but highly profitable segment. “We have already established connections with strategic partners in Asia and are priming to launch our cultivated eel there, and are also eyeing high-end Asian restaurants in the US for our premium cultivated eel product,” Nir added.
For BlueNalu, another leader in the cultivated seafood space, the decision to focus on bluefin tuna toro is driven by its luxury status and high market demand.
“BlueNalu was founded on providing cell-cultured products that can provide a superior value proposition and can enable profitability when priced at parity to their conventional counterparts,” the start-up’s founder, president and CEO, Lou Cooperhouse, shared with The Cell Base.
“Our focus on premium products came in part from a very thoughtful species selection strategy that identified bluefin tuna as the initial commercial application of our technology. Whereas bluefin tuna addresses our focus on premium products, it also addresses a range of pressing factors and strategic goals we have at BlueNalu, including food security and import displacement, consumer health and year-round supply chain availability.”
French start-up Gourmey has chosen foie gras as its flagship product, leveraging the traditional luxury associated with the French delicacy while addressing ethical and sustainability concerns. Known for its rich, buttery texture, foie gras is synonymous with high-end dining but has faced growing opposition due to the ethical implications of its traditional production methods, especially in countries where it is banned.
Gourmey’s cultivated foie gras, made from duck cells, aims to bridge this gap, offering a cruelty-free alternative that does not compromise on flavour or texture.
In July this year, Gourmey became the first company to file a submission in Europe to sell its cultivated foie gras, simultaneously filing in the US, Singapore, UK and Switzerland.
“The premium segment has always been at the forefront of food trends, where the most exciting innovations occur,” Gourmey’s Morin Forest explained. “We are witnessing thrilling commercial traction for our first product in many regions where chefs want to keep serving high-quality foie gras. Diversifying protein production is crucial for sustaining food security and contributing to sustainability objectives such as decarbonisation and biodiversity.”
New culinary experiences
While many cultivated food companies are focused on premium products that mimic traditional foods, some, like Australia’s Vow, are going a step further by creating entirely new categories of food. George Peppou, CEO of Vow, emphasised the unique opportunity cultivated meat presents: “We wanted to showcase what cultured meat can do – not replace what we already know and love but add entirely new foods into our diets.”
Vow’s Qualia, the ‘world’s first’ cultured quail product, recently received approval from the Singapore Food Agency. “Starting with a small sample of cells from a Japanese quail, we meticulously identified and isolated those contributing to its taste and texture,” Peppou added.
“After studying the cells to discover what nutrients and environment they thrive in, the cells were moved to a bioreactor to emulate the natural growth conditions needed to flourish. Our team of chefs then took those cells and mixed them with other ingredients to create Forged Parfait. This is an entirely new meat that had never been created before.”
These companies are positioning themselves in the high-end foodservice sector, targeting fine dining and premium grocery stores where innovation, exclusivity and sustainability are key selling points. By focusing on this premium segment, cultivated food companies are not only meeting the demands of eco-conscious consumers but also driving profitability in this evolving market.
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