After more than seven years of intensive research and development, Berkeley-based food tech innovator Prime Roots has launched a new line of revolutionary plant-based deli meats that is already turning heads across the industry. Using its proprietary mycelium-based whole food protein, the company has developed what it calls a “new-school deli” experience—offering a range of fresh-sliced plant-based meats that not only mimic traditional deli offerings in flavor and texture but are also being preferred by meat eaters in third-party blind taste tests.
According to the company, a majority of consumers who participated in these blind taste tests—many of whom are regular meat eaters—said they would switch from conventional deli meats to Prime Roots’ plant-based versions. This marks a significant milestone in the evolution of the deli category and further solidifies Prime Roots’ position as a trailblazer in clean-label, better-for-you food innovation.
A Technological Breakthrough in Plant-Based Protein
The foundation of Prime Roots’ new product line is mycelium, the fast-growing root structure of fungi. Unlike many plant-based alternatives that rely on soy, wheat, or pea proteins and require heavy processing, Prime Roots’ mycelium is minimally processed, whole food-based, and naturally umami-rich—offering a dense, meat-like texture and deep flavor profile that sets it apart.
This technological achievement isn’t just about taste. Fungi-based proteins have been shown in recent studies to outperform traditional animal proteins—such as those found in milk—in building muscle mass and supporting metabolic health. Additionally, mycelium is naturally cholesterol-free, and the final products contain no nitrates, no artificial preservatives, and no genetically modified ingredients. Each slice is packed with complete protein, making these deli meats a smart choice for health-conscious consumers.
“Our mission has always been to transform the way people experience plant-based foods,” said Kimberlie Le, co-founder and CEO of Prime Roots. “With our upgraded recipes, refined packaging, and focus on clean-label ingredients, we’re proud to offer something that doesn’t just match traditional deli meats—it surpasses them in many ways. These are products people love to eat and feel good about choosing.”
A Growing Footprint—and a Growing Category
Prime Roots’ updated deli meats are now available in hundreds of retail locations, including grocery stores, specialty delis, and restaurants across more than 30 states. What makes these products especially appealing to retailers is their format: they are designed to be sliced fresh at the deli counter, just like conventional meats. This gives retailers and foodservice operators the flexibility to use Prime Roots meats in a wide range of applications—from grab-and-go sandwiches to custom orders and meal kits.
Importantly, early retail data is already showing significant upside. According to Le, some retail partners have reported up to 20% growth in deli sales after introducing Prime Roots’ products. This indicates that the brand is not merely capturing market share from existing players but is also expanding the category by appealing to a broader audience of health-conscious, flexitarian, and sustainability-minded consumers.
“Our deli products are driving incremental growth, not just replacing other items,” said Le. “That’s the power of innovation that delivers on both taste and values.”
Addressing Consumer Concerns with Clean-Label Innovation
The new launch comes at a time when consumers are increasingly focused on ingredient transparency and food safety. The World Health Organization continues to list nitrates and nitrites—common preservatives in traditional deli meats—as Group 1 carcinogens, sparking growing concern among shoppers about the long-term health effects of processed meats.
In response, Prime Roots is setting a new standard in the category. Its deli meats are not only 100% nitrate-free, but they also avoid “hidden” nitrates derived from ingredients like celery powder or celery salt, which some manufacturers use as natural substitutes. This uncompromising commitment to clean labeling is a key differentiator and aligns with the values of more than 77% of consumers who say they are actively seeking healthier food choices.
“Our goal is to eliminate the trade-off between flavor and health,” said Le. “Prime Roots products offer the savory, satisfying experience of deli meats—without any of the ingredients people want to avoid.”
Each product is also gluten-free, soy-free, GMO-free, and free from artificial flavors and preservatives, making them suitable for a wide range of dietary preferences and allergen-conscious consumers.
Built for Flexibility: Deli, Restaurant, and Home Use
Whether served hot in a panini or cold in a classic sandwich, Prime Roots’ plant-based deli meats are crafted to perform like traditional sliced meats in any setting. They are fully compatible with standard commercial deli slicers and can be used in retail, foodservice, or even meal delivery programs.
This versatility is particularly attractive to foodservice operators looking for innovative plant-based options that can appeal to both vegan and non-vegan patrons. Prime Roots offers a growing lineup of familiar deli flavors, including:
- Plant-Based Turkey
- Plant-Based Ham
- Plant-Based Salami
- Plant-Based Roast Beef
- Plant-Based Pepperoni
Each variety is made with Prime Roots’ signature mycelium protein and delivers a savory flavor profile designed to satisfy even the most discerning palates.
Environmental Benefits: A New Model for Sustainable Protein
In addition to its nutritional and sensory advantages, Prime Roots is making a significant impact on environmental sustainability. Compared to conventional animal-based meat production, Prime Roots’ products result in:
- 91% lower carbon emissions
- 92% less water usage
- 89% less water eutrophication (nutrient pollution)
These reductions are achieved through a highly efficient fermentation-based production process that requires fewer natural resources and generates less waste. As the global food system faces increasing pressure to lower its environmental footprint, innovations like Prime Roots’ fungi-based meats are emerging as powerful solutions.
“Our production process is not only better for people—it’s better for the planet,” said Le. “Sustainability is at the heart of everything we do.”
