After five years of research: Swiss start-up Planted launches its first vegan steak

Steak production as a platform for other large cuts of meat

Foodtech Planted, currently ranked second among Switzerland’s hottest hundred startups, doesn’t want to move into the carnivore-only prestige category with steak. Jenny says the know-how for haute cuisine will also serve to expand into more sophisticated cuts of meat: “A new process also allows us to produce larger cuts on our “Whole Muscle” platform. Steak, for example, can be followed by ham, biscuits or roast.” .”

For the company, which does not want to give any sales or turnover figures, the original chicken product continues to be the best-selling product so far. By launching steak, the Swiss startup aims, among other things, to expand its consumer circle. Jenny, who oversees finance, branding and human resources at Planted, wants to create additional feed to “bring new customers to our meatless protein meals category.”

Pricing for the new prestige object has not been finalized yet. Jenny says retail prices are set by the respective retailers. In the food industry, the first fixed prices are determined. For example, at the “Kronenhalle” in Zurich, sea buckthorn steak with pasta and vegetables is on the menu for 52 francs.

Butchers are silent, provisioners are half-enthusiastic

Meat substitutes have the potential to disrupt the real meat industry. Producers of fake meat are often criticized for using terms that incorrectly refer to animals. Planted’s co-founder also takes a casual approach to the new steak: “No butcher has objected so far.”

Things look a little different in Proviande. A spokesman for Proviande says the Swiss meat industry organization is at best semi-enthusiastic about the latest Planted innovation. He quotes a letter from the Federal Bureau of Food Safety and Veterinary Affairs (BLV) in which it was “clearly formulated” that the name “cultivated.chicken”, for example, is not allowed and that it is a deception to the consumer.

It literally says: “The naming of animal species such as ‘beef’, ‘veal’ or ‘tuna’ is not permitted, even if reference is made to its plant origin. This means names like vegan sirloin, vegetarian tuna or soy-based beef sausage are not allowed.”

Who wants “highly processed pea protein cookies”?

Proviande is upset with the name “because it is deceptive to the consumer.” But Proviande apparently doesn’t want to step on the barricades: “At the same time, as I said, it’s an interesting tribute to a natural meat product that they even name their meat substitute that way, because ultimately it’s obviously a more honest name than ‘highly processed pea protein cookies’.” It sells better than . ›.”

The erected steak is more urgent than the new production facility abroad

How important the Steak project is for Planted is evident from the fact that another major project has also been postponed. In an interview with “Handelszeitung” in 2022, Planted co-founder Pascal Bieri (38) stated the aim of establishing a second production facility abroad next to Kemptthal: “It should start in 2023,” said Bieri at the time: “definitely one in Europe.” in places. Our aim is to produce where our customers are, but also in a more sustainable way.”

But this project has not been implemented yet. Jenny says today for one simple reason: “A second system is still a problem for us, but recently we have devoted all our resources to the development of steak.”