New Culture, a player in the animal-free dairy sector, has secured over $5 million in pre-launch demand for its animal-free mozzarella from pizzerias and restaurant operators across the US. This substantial interest underscores a shift in the dairy landscape, as the company prepares to introduce a product that promises to meet consumer expectations for taste and texture more effectively than existing plant-based cheese alternatives.
Despite the presence of plant-based cheese options in approximately 25,000 US pizzerias, these products have only captured about half of one percent of the overall cheese market.
Many consumers have expressed dissatisfaction with the texture and flavour of traditional plant-based cheeses, which are often described as gloopy and artificial.
In contrast, New Culture's mozzarella is engineered to replicate the melt and stretch characteristic of conventional mozzarella, positioning it as a compelling alternative for pizza chefs and operators.
The company's animal-free mozzarella is produced using precision fermentation, which replaces the dairy protein casein with a vegan counterpart. This method not only aims to deliver a product that performs well in various cooking environments – ranging from wood-fired to electric ovens – but also significantly reduces the environmental impact typically associated with dairy production.
According to New Culture, their process results in over an 85% reduction in greenhouse gas emissions and a 95% decrease in land and water usage compared to traditional cheesemaking.
The demand for New Culture's mozzarella spans a diverse range of the pizza industry, from independent pizzerias to large chains. Early adopters include renowned chefs and establishments, with the first to feature the product being Nancy Silverton's Pizzeria Mozza in Los Angeles. Silverton's team has developed two new pizza offerings that highlight the unique qualities of New Culture's cheese.
As New Culture prepares for its product launch, it is navigating the regulatory landscape, awaiting approvals from the California Department of Food and Agriculture. The company acknowledges that launching a groundbreaking product can present unforeseen challenges but remains optimistic about its timeline.
In February 2024, the dairy start-up self-affirmed that its animal-free casein is 'Generally Recognized as Safe' (GRAS) following a recent review by an independent panel of qualified scientific and toxicology experts. A world first, the company's self-GRAS determination means its casein can be sold, used and consumed in US like any other food ingredient
Matt Gibson, co-founder and CEO of New Culture, noted the importance of early relationships with pizza chefs and operators. “These early interactions are essential as we learn what matters most to those who will be serving our cheese,” he stated. The company’s proactive approach has facilitated a robust dialogue with industry stakeholders, ensuring that their product aligns with market needs.
Beyond taste and texture, New Culture's mozzarella offers a health-conscious alternative to traditional cheese. The absence of animal inputs means that the product is free from lactose, cholesterol, and antibiotics, appealing to a growing segment of health-conscious consumers. As the dairy industry faces increasing scrutiny regarding its environmental footprint and animal welfare practices, New Culture's approach aligns with a broader trend toward sustainable food production.
