WELCOME TO THE DELICIOUSNESS REVOLUTION
FOODS THAT INCREASE DELICIOUSNESS
Are the basis of every great cuisine. For all of history, across the planet human beings have used animal protein to impart deliciousness and enhance the flavor of a wide range of foods. While the "meat replacement" space is growing at an unprecedented pace, most meat-analogues cannot emulate this central function animal protein plays in our food system. Meanwhile, our scope of plant-based deliciousness-enhancing foods is alarmingly narrow and limited to industrial materials (MSG, E627, etc.), Products from Southeast Asia with limited flavor profiles and and low-quality products with inferior flavor.
To reduce our dependence on animal protein, there is an immense need today to develop excellent plant-based products that impart and enhance flavor to a wide range of foods; naturally produced, healthy, richly flavored, highly nutritious, and most importantly - incredibly delicious.
WE MAKE FOOD DELICIOUS. NATURALLY.
TRADITION + SCIENCE
100% PLANT-BASED
NUTRITIOUS
Our modern scientific methods are inspired by ancient food fermentation technologies where “culinary microorganisms” turn simple commodities into high-value flavor, making plant-based foods as rich and delicious as meat or cheese.
We are currently focusing on the healthful raw materials of the Mediterranean Diet: grains, legumes, nuts, and seeds. 100% natural: Made with few (easily pronounceable) ingredients and simple, natural processes. Way beyond clean-label.
Naturally rich in amino acids, minerals, anti-oxidant and anti-inflammatory compounds; the products we are working on can help boost health of immune, respiratory and digestive systems, and help lower sodium and sugar intake without diminishing deliciousness.
YAIR YOSEFI
Culinary Director
100% FLAVOR-DRIVEN
YAIR YOSEFI
Head of Culinary R&D
BZ GOLDBERG
CEO / R&D Director
SCIENCE ADVISORY TEAM
LIOR SAMUELSON
INTERIM CEO
AMIR RAPSON
INTERIM COO
ZE'EV TENE
INTERIM CTO
SCIENCE ADVISORY TEAM
PROF. MASHA NIV
The Hebrew University
of Jerusalem
Scientific Oversight, Molecular and Sensory Recognition of Taste
& Smell
DR. ZVI HAYOUKA
The Hebrew University
of Jerusalem
Organic Chemistry and Applied Microbiology, Food Microbiology Innovations
DR. ALON SHEPON
Visiting Scientist
Harvard University
Sustainability Lifecycle Analysis; Environmental, Nutrition, and Food Security implications
100% FLAVOR-DRIVEN
YAIR YOSEFI
Head of Culinary R&D
BZ GOLDBERG
CEO / R&D Director
SCIENCE ADVISORY TEAM
PROF. MASHA NIV
The Hebrew University
of Jerusalem
DR. ZVI HAYOUKA
The Hebrew University
of Jerusalem
KEREN CORELY
NewSense Ltd.
CORE ADVISORY TEAM
LIOR SAMUELSON
COMPNY LEADERSHIP
Senior executive, consultant & investor; wide range of experience in corporate finance, manufacturing and operations.
AMIR RAPSON
FINANCE / OPERATIONS
serial high-tech entrepreneur with experience in finance, fundraising, product R&D and operations
DR. ALON SHEPON
VISITING SCIENTIST HARVARD UNIVERSITY
Sustainability Lifecycle Analysis; Environmental, Nutrition, and Food Security implications
ZE'EV TENE
FOOD TECHNOLOGIST
Veteran food technology engineer. Groundbreaking pioneer in meat replacement
technology
WHY NOW?
EATING
ANIMALS
Our reliance on animal protein is a major contributor to some of the most serious crises we face today: global warming, ecological sustainability, public health. There is wide consensus that the paradigm of consuming animals as a central nutrient is not sustainable to human health or environmental wellbeing. Transitioning to a plant-centered diet is critical to address these growing crises.
THE FLAVOR PARADOX
Many great "meat replacement" initiatives focus on meat as a central ingredient (a large portion of protein in the middle of your dinner plate / sandwich). But a significant portion of the global animal protein market is actually not focused on meat as a central ingredient, but on the capacity meat has to increase deliciousness of many other ingredients. Most “meat replacement” products cannot fulfil this function.
MAKING PLANTS
DELICIOUS
We believe that a key to shifting to a plant-based diet is making plant-based alternatives incredibly delicious, and giving them the capita to impart that deliciousness to a wide range of foods. If its not delicious, people won't eat it! We need products that are plant-based, naturally produced, highly nutritious and above all extremely delicious.
TECHNOLOGY
THERE IS SERIOUS TECHNOLOGY BEHIND DOING THINGS THE TRADITIONAL WAY
ANCIENT HISTORY
For millennia, our ancestors used microbial fermentation to make plant-based deliciousness-enhancing foods. These foods disappeared with industrialization of the global food system, when they were replaced by industrial chemicals, affordable salt, sugar & fat, and low-cost animal products.
SCIENCE
We use the principles of traditional food fermentation and cutting edge scientific methods — from microbiology to genomics and
metabolomics — to develop proprietary methods, and to calibrate production processes for great flavors and high nutrient values.
DELICIOUSNESS
Culinary microorganisms break down proteins and carbohydrates into amino acids, natural sugars, and beneficial metabolic compounds, creating high-value deliciousness from simple commodities; hundreds of new diverse flavor compounds, including high levels of “umami”, the rich, “fifth flavor” that makes all other flavors more pronounced.