Meala FoodTech launches Groundbaker, a clean-label egg replacer for baked goods

Meala FoodTech has unveiled Groundbaker, a pea-protein-based, single-ingredient replacer for eggs in bakery applications. The clean-label innovation, announced today (15 September 2025) , is designed to replicate the multi-functional performance of eggs while helping manufacturers stabilize costs, avoid supply disruptions, and simplify formulations.

The launch represents the Israeli startup’s first dedicated move into the baked goods category, with a product it believes could redefine how bakeries and food companies approach one of their most essential – and most volatile – ingredients.

“We’re incredibly excited about the launch of Groundbaker – it represents a major milestone for Meala,” says Hadar Ekhoiz-Razmovich, CEO and Co-founder of Meala FoodTech. “This product was developed in direct response to the baking industry’s need for a clean-label, multifunctional, and reliable egg alternative. Seeing it come to life and reach our partners is both rewarding and motivating.”

Why eggs are under pressure

Eggs are indispensable in baking, prized for their ability to provide aeration, structure, emulsification, and moisture retention. Yet they are also one of the most unstable ingredients in the supply chain.

Recent waves of avian flu in the USA and Europe have created severe shortages, pushing prices up and forcing manufacturers to scramble for alternatives. In parallel, rising allergy rates and the growth of vegan and flexitarian diets are adding pressure on bakeries and CPG companies to find egg-free solutions.

“Eggs are essential in many food applications, particularly in baked goods, but they also bring significant challenges – from rising costs and supply shortages to allergen concerns,” says Ekhoiz-Razmovich. “We recognized a clear market gap for a clean-label, multifunctional solution capable of replicating egg functionality with a single ingredient. That realization sparked our mission: to help food companies reduce their reliance on eggs while creating more sustainable, consumer-friendly products.”

Cracking the toughest functionality

Replicating eggs is no easy feat. Their roles in baking are numerous and interlinked, making them one of the hardest ingredients to replace.

“Eggs really do serve multiple roles in baking – from structure and aeration to moisture retention and emulsification,” says Ekhoiz-Razmovich. “If I had to pick one property that was the toughest to replicate, it would be the combination of structure and texture, particularly achieving the same light, airy crumb while keeping the product stable and having great taste and texture.”

Meala’s technology is built around a new generation of multifunctional plant-based proteins. Groundbaker provides binding, gelling, foaming, and emulsifying capabilities without the need for synthetic additives or animal inputs. The product integrates easily into food production lines, requires only a low inclusion rate, and offers excellent water-holding capacity.

“Simplicity is a huge advantage for manufacturers,” says Ekhoiz-Razmovich. “With Groundbaker, they don’t need to rely on complex blends of multiple additives to replace eggs. Today’s consumers also demand clear, straightforward ingredient lists, which means fewer sourcing challenges, more stable costs, easier scaling, and a clean, consumer-friendly label that brands can proudly feature on-pack.”

Stability for an unstable market

For food producers, the financial case for an egg alternative is as compelling as the functional one. Egg prices have fluctuated sharply in recent years, leaving manufacturers exposed.

“Our innovative texturizing protein enables the baking industry to significantly de-risk production,” adds Tali Feldman-Sivan, PhD, Co-founder & Chief Business Officer of Meala. “Producers can stabilize costs, reduce exposure to price volatility, and avoid supply chain disruptions. It also ensures consistent product quality – helping manufacturers safeguard margins and plan with confidence.”

Ekhoiz-Razmovich agrees that while price volatility is the most immediate concern for manufacturers, consumer expectations for clean-label and allergen-free products are just as critical. “We see that the industry’s main pain point is price volatility,” she says. “But clean-label and allergen-free benefits are absolutely key market demands, and our products are designed to meet these needs as well as the cost saving.”

Interest in Groundbaker has come from across the industry. “We’re seeing interest across the board – from big CPGs to artisan bakeries,” says Ekhoiz-Razmovich. “The past year has really pushed food manufacturers to actively seek reliable solutions.”

Partnerships open doors

Meala has already secured collaborations that could accelerate Groundbaker’s market adoption. Among them is a recently announced partnership with a leading European food ingredients company, which combines investment with marketing and distribution support.

“We’re fortunate to have such strong partners,” says Ekhoiz-Razmovich. “These collaborations are incredibly valuable, bringing deep technical expertise, extensive global networks, and unparalleled market access. Their support in regulatory guidance, application development, and scaling has accelerated our path to market, helped validate our ingredient with key players, and fast-tracked commercial traction.”

The company also counts dsm-firmenich among its partners, underscoring the validation of its approach. For a young food-tech startup, such alliances not only help with scale but also lend credibility with large customers.

A platform approach

Groundbaker is the first commercial product to emerge from Meala’s platform of clean-label, multifunctional proteins, but it will not be the last. The company began with pea protein and is already exploring additional plant sources.

“At Meala, we’ve developed a new generation of clean-label, multifunctional proteins that unlock the full potential of plant-based ingredients,” says Ekhoiz-Razmovich. “Our proteins provide exceptional binding, gelling, foaming, and emulsifying capabilities, eliminating the need for synthetic additives or eggs and empowering food companies to create simpler, better, and more sustainable products without compromise.”

Future launches will expand into new vegetable proteins and functionalities, targeting categories beyond bakery. “We have a lot of texturizing solutions for the food industry in our pipeline,” says Ekhoiz-Razmovich. “This is just the beginning.”

The sustainability case

Although economics and reliability are front-of-mind for many manufacturers, Meala believes sustainability could become an equally strong driver of adoption.

“Groundbaker offers a more sustainable alternative to conventional eggs by reducing the environmental footprint associated with animal farming,” says Ekhoiz-Razmovich. “Producing our plant-based proteins requires fewer resources – less water, land, and energy – while generating lower greenhouse gas emissions.”

As consumers increasingly reward brands that can demonstrate progress toward sustainability targets, the ability to swap out animal-derived ingredients with lower-impact alternatives could offer strategic benefits.

Asked where she sees Meala in five years, Ekhoiz-Razmovich is unequivocal. “A major ingredients company that leads in clean-label solutions,” she says.

That ambition reflects both the scale of the opportunity and the urgency of the industry’s needs. With eggs under mounting pressure from cost, supply, health, and environmental perspectives, the race to find viable replacements is only accelerating.

For Ekhoiz-Razmovich, the excitement is also personal. When pressed to name the one baked good she most wants to see made with Groundbaker, her answer is quick: “Wow, honestly – any baked good will do! They’re always my top choice. But if I had to choose, an egg-free muffin would make me perfectly happy.”

With Groundbaker now out in the world, that muffin may be closer than ever.