Today Aleph Farms is announcing the development of its first product brand, Aleph Cuts, in preparation for the launch of its cultivated Petit Steak product in Israel and Singapore later this year – pending regulatory approvals.
“With the launch of Aleph Cuts, we are introducing our product through an epicurean lens so to connect people to our incredible ‘new take on steak’, sharing what the choice means in an engaging and authentic way,” said Nicky Quinn, VP Marketing at Aleph Farms.
The Aleph Cuts branding was developed in partnership with design agency BOND, with the intention of distinguishing Aleph Farm’s products and ‘building momentum’ ahead of commercialisation.
“Iconic brands aren’t built overnight or by one person or team,” said Quinn. “We look forward to co-creating our brand over time with consumers, so we can best serve their evolving needs."
Blending cultivated meat with a plant protein matrix
Aleph Farms was co-founded in 2017 with the aim of bringing ‘slaughter-free’ cultivated meat to market.
The start-up using GM- and antibiotic-free starter cells taken from a single fertilised Angus cow egg and grows them into ‘real meat cuts’ in a controlled, laboratory setting.
Seven years later and the food tech company is preparing to launch the ‘world’s first’ cultivated steak onto the market. Coined the Petit Steak, the cultivated product combines cell-based meat with plant-based ingredients, CEO Didier Toubia explained.
“The first product does include a plant protein matrix, which provides a supporting structure for the Angus cells to grow,” he told FoodNavigator. “This plant protein models the process of cellular growth within a cow, where cells grow along a supporting network of proteins and other compounds.
“Our matrix is porous, with a lot of surface area and space for oxygen, allowing the cells to mimic the formation of muscle fibres. It also supports cell maturation and their ability to form tissue, contributing to the steaks’ quality texture.”
The Petit Steak will launch under the new Aleph Cuts brand, pending regulatory approvals.
Eyes on the Middle East and Asia
Aleph Farms says it is working closely with regulatory agencies ‘around the world’ as it prepares for the commercial launch of its Petit Steak product. The first geographies in its sights are Israel and Singapore.
Singapore is considered something of a trailblazer in the world of cultivated meat, having been the first country to market the product back in late 2020. In Israel, which is home to three of the first eight cultivated meat companies in the world, several companies have submitted dossiers for regulatory approval, but none have been granted so far.
Progress is also being made in the US, where Berkeley-based UPSIDE Foods received the greenlight from the US Food and Drug Administration (FDA) late last year, marking the successful completion of its pre-market safety review. And just last month, GOOD Meat received FDA clearance for its cultured chicken cell material.
As to whether regulatory advances in the US make it an attractive proposition for Aleph Farms, Didier said the start-up continues to focus on Israel and Singapore.
“We congratulate GOOD Meat on this important milestone, which demonstrates confidence in cultivated meat and will reverberate in other markets around the world,” he told this publication.
“Our most immediate regulatory focus is on Asia and the Middle East. That being said, we hope that by the end of 2024, both the FDA and USDA will have granted all relevant and needed approvals for us to sell our cultivated steaks in the United States.”
