What if the future isn’t plant versus meat — but plant inside meat?

This former lawyer and fashion tech entrepreneur teamed up with a mycologist and a chef and went deep down the mushroom rabbit hole. The result? A product that delivers on taste, texture and culinary credibility. But they quickly realized that selling pure meat alternatives wasn’t enough to maximize impact. So they pivoted — into blended products. Hybrid. The category everyone debates, but few truly scale.

The move paid off. Expanding into Australia, Singapore and the UK, they grew from 5 to 50 units per store per week — with strong customer satisfaction to match. In this candid founder story, discover the strategic choices behind that growth. What made retailers say yes? What convinced consumers to try? And what can we learn about pushing blended products without losing the mission?