Prime Roots wins over meat eaters with fresh-sliced plant-based deli meats

Prime Roots, a Berkeley, California-based maker of plant-based meats, has unveiled a fresh chapter in its mission to transform the US$300 billion deli meat industry. After seven years of research and development, the company introduced its revamped lineup of plant-based deli meats at the Summer Fancy Food Show in New York City, positioning itself as a major player in the growing market for healthier, cleaner-label alternatives.

The new range, crafted from Prime Roots’ proprietary mycelium-based whole food protein, is now available for slicing at deli counters. The company says the products deliver not just the taste but also the texture and versatility that meat lovers expect. And in blind taste tests conducted by third parties, a majority of meat eaters said they preferred Prime Roots’ deli cuts over traditional meat and would switch to the brand.

“As a new-school deli brand, we’ve always been committed to giving people the flavor and health benefits they expect from their favorite deli classics,” commented Kimberlie Le, Co-founder of Prime Roots. “We’re thrilled to unveil our upgraded recipes and new packaging that has been refined over years of feedback and that will drive real results. With some of our retail partners reporting that Prime Roots is driving 20% growth in deli sales, we’re not just taking share – we’re growing the category.”

Prime Roots has developed recipes that stand apart in the deli case. Unlike many conventional options that rely on nitrates – classified as a Group 1 carcinogen by the World Health Organization – Prime Roots’ products are nitrate-free, cholesterol-free, and packed with complete proteins. The company emphasizes that its deli meats contain none of the so-called “hidden nitrates” found in some plant-based products that use celery salt as a preservative.

Beyond avoiding additives, the company claims its mycelium-based proteins can offer nutritional advantages. Recent studies suggest fungi-based proteins can build muscle more effectively than animal-based proteins such as milk, potentially adding functional benefits alongside taste and health.

The upgraded Prime Roots lineup features Smoked Turkey, Cracked Pepper Turkey, Smoked Ham, Black Forest Ham, Salami, Cupping Pizza Pepperoni, and Bacon. Each is formulated to be sliced on commercial deli equipment and can be served hot or cold. The products are also gluten-free, soy-free, GMO-free, and free from artificial ingredients, targeting consumers who are increasingly concerned about the ingredients in their food.

The market for better-for-you deli meats is growing as shoppers look for ways to reduce their consumption of processed meats linked to health risks. More than 77% of consumers are aiming to eat healthier, according to Prime Roots. The company believes its products are uniquely positioned to serve this demand while delivering the traditional experience of fresh-sliced meats at the deli counter.

Environmental sustainability is another part of the company’s pitch. Prime Roots states that its production methods result in 91% fewer carbon emissions, 92% less water use, and 89% lower water eutrophication compared to conventional meat production.

Founded in 2017, Prime Roots was created by meat eaters 'for all eaters', according to the company’s mission statement. Rather than merely mimicking meat, Prime Roots aims to create better versions of deli staples by eliminating preservatives, nitrates, and cholesterol, while retaining the flavors and textures people enjoy.

The products are now available at hundreds of locations across more than 30 states in the USA, including grocery stores, delis, and restaurants. Shoppers looking to locate Prime Roots offerings in their area can visit the company’s website.

With its new range, Prime Roots hopes to do more than win over plant-based consumers – it’s going after traditional meat eaters, aiming to make plant-based meats a mainstream choice in the nation’s deli counters.