Eat Just rolls out new cultivated products in Singapore

4 Jan 2022

Once again, the Singapore Food Agency (SFA) has made history by approving multiple new products for sale from Eat Just’s Good Meat division. While there will be several products available, the only confirmed product is a whole chicken breast, which appeared on menus in select Singapore restaurants in December.

Cultivated meat remains new territory for most companies, consumers and governments, and Eat Just holds the title of the world’s first company that sells cultivated meat products commercially. Adding these additional products to the list of commercially-available cultivated meat offerings comes just over a year after the California company received the world’s first approval to sell cultivated chicken bites in the Asian island nation.

Eat Just rolls out new cultivated products in Singapore
Courtesy of Eat Just

In addition to adding cultivated chicken breasts to menus, the cultivated meat startup is expanding the number of locations where its meat is available. Beginning in 2022, Good Meat is looking to capitalize on opportunities to partner with purveyors in Singapore’s famed hawker centers. Its first collaboration partner is Loo’s Hainanese Curry Rice.

It is clear that Good Meat is reciprocating the investment that Singapore made in the startup when it approved the sale of cultivated meat a year ago. As part of this expansion of its cultivated meat portfolio, Good Meat has doubled down on making Singapore its center of operations. In September last year, the company secured an additional $97 million to build on the $170 it was given in May, making its total fundraise for 2021 $267 million — the largest fundraise within the cultivated meat sector.

Last year's investment was earmarked in part to help build the first-ever cultivated meat facility in the Middle East and Northern Africa (MENA) region through a partnership with Doha Venture Capital and Qatar Free Zones Authority. The money is also supporting a more recent announcement that Eat Just, Good Meat's parent company, will create manufacturing vessels and systems that will enable “significant increases” in cultivated meat production capacity. The company expects to have the equipment installed and operational within the next two years, according to a press release.

Beyond growing the technical requirements and infrastructure to increase the amount of cultivated meat that is commercially available, Good Meat also announced that it is bringing the celebrity chef and humanitarian José Andrés onto its Board of Directors. The chef — who has a two-star Michelin restaurant as well as four Bib Gourmand-ranked establishments — is a logical addition to the advisory committee seeing that his interests in cuisine and the environment intersect with those of Good Meat.

As to whether Good Meat’s expansion efforts are successful outside of Singapore, that will depend on the positioning of its products and the continuing education of its target audiences. Currently, there is widespread interest in the concept with nearly seven in 10 consumers saying they would be willing to substitute cell-based chicken for the animal-derived equivalent, according to research done on behalf of Eat Just. However, outside of Singapore, Eat Just is continuing to work on gaining governmental regulatory approval in order to sell its products commercially in more countries.

Related news

Are new WHO sweeteners guidelines ‘a disservice’ to public health?

Are new WHO sweeteners guidelines ‘a disservice’ to public health?

6 Sep 2022

New draft recommendations from the World Health Organization (WHO) warn that zero-calorie sweeteners should not be used to help weight control or reduce the risk of noncommunicable diseases’ (NCDs) – sparking mixed reactions from industry groups.

Read more 
Healthier products cannot tackle obesity crisis alone, says expert, as Nestlé discontinues non-HFSS Shreddies

Healthier products cannot tackle obesity crisis alone, says expert, as Nestlé discontinues non-HFSS Shreddies

17 Aug 2022

Creating lower-sugar products will “not solve the obesity crisis by itself, especially if these options are so quickly discontinued”, says one expert, as Nestlé withdraws its non-high-fat-high-sugar (HFSS) ‘Shreddies The Simple One’ breakfast cereal af...

Read more 
Capri Sun adds monk fruit to US juice drinks to reduce sugar by 40%

Capri Sun adds monk fruit to US juice drinks to reduce sugar by 40%

15 Aug 2022

With parents increasingly focusing on reducing their children’s sugar intake, Kraft Heinz is using monk fruit to cut sugar in US Capri Sun products to deliver on both taste and health credentials.

Read more 
Activists sue Turkish government for ‘unconstitutional’ banning of vegan cheese

Activists sue Turkish government for ‘unconstitutional’ banning of vegan cheese

8 Aug 2022

Activists in Turkey have slammed the government’s decision to ban the production and sale of vegan cheese products in the country as unconstitutional, with lawsuits and a 7,200-strong petition under way.

Read more 
Chickpea revolution? Companies looking to innovate could face higher prices as global shortage hits

Chickpea revolution? Companies looking to innovate could face higher prices as global shortage hits

5 Aug 2022

From coffee to ice cream, recent product launches demonstrate how companies are betting on chickpea in the plant-based revolution… but could a global shortage scupper innovation?

Read more 
A switch to alternative proteins could be cheapest and highest impact solution to climate crisis – report

A switch to alternative proteins could be cheapest and highest impact solution to climate crisis – report

22 Jul 2022

Shifting to alternative proteins could be the “most capital-efficient and high-impact” solution to today’s climate crisis, according to a new report from Boston Consulting Group (BCG), which suggests more than 30% of consumers are willing to fully swap...

Read more 
Oman authorities put food security and sustainability centre stage with ‘transformative’ investments

Oman authorities put food security and sustainability centre stage with ‘transformative’ investments

21 Jul 2022

New technologies and initiatives to promote sustainable food systems, healthy diets and improved food and nutrition security have attracted the backing of authorities in the Gulf country Oman.

Read more 
French ban on ‘meaty’ descriptions for plant-based products will harm local industry

French ban on ‘meaty’ descriptions for plant-based products will harm local industry

14 Jul 2022

The new French legislation banning the use of ‘meaty’ terms such as “sausage,” “steak,” and “nuggets” is self-destructive to its own food manufacturing industry, commenters have lamented.

Read more 
Europe’s plant-based boom: Opportunities for brands

Europe’s plant-based boom: Opportunities for brands

6 Jul 2022

The plant-based alternative sector is rapidly expanding, in Europe and further afield. What are consumers demanding, and where do the opportunities lie for brands?

Read more 
Harnessing oat hulls to make sustainable sweeteners

Harnessing oat hulls to make sustainable sweeteners

30 Jun 2022

Finnish company Fazer is transforming the oat hull side streams from its existing oat mill into the low-calorie sweetener, xylitol.

Read more