This article is an English translation of a Foovo article, published with permission from Foovo.
Yukiguni Maitake, a leading mushroom manufacturer based in Japan, Niigata, launched a new product series called “Mushroom Meat (Japanese:Kinoko no Oniku)” made with maitake mushrooms on the 18th of last month.
The product is currently being sold on the company’s online store, Green Beans, and is also being introduced to the fruit and vegetable sections of supermarkets nationwide. It sold out within a week of its release, and sales have resumed from the 1st of this month.
Yukiguni Maitake’s “Mushroom Meat”
Source: Yukiguni Maitake
The products launched are: “Mushroom Meat”, which can be used as it is in cooking; “Mushroom Meat with Sauce”, which comes in three varieties (tomato sauce, garlic oil, and sesame-based sauce); and “Yukiguni Maitake Rice Seasoning”, which is used to make rice dishes.
The series is characterized by its use of the “Yukiguni Maitake Kiwami” mushroom, which was developed independently by Yukiguni Maitake, as its main ingredient, and its ability to make use of the texture of the mushroom’s fibers to achieve a meat-like texture. According to a survey by the company, around 82% of people rated the texture as “meaty”.
Amid concerns about the protein crisis caused by population growth and the environmental impact of livestock farming, the development of cultured meat, mycoprotein and other meat alternatives derived from soybeans is progressing both in Japan and overseas.
In the past, the taste and flavor of alternative meats have been a problem, but Yukiguni Maitake has focused on achieving a meat-like texture by utilizing fibers of maitake mushrooms. By making use of maitake mushrooms, the company aims to develop a healthy product that is high in dietary fiber, low in fat and low in sugar.
Each 50g packet of “Mushroom Meat” contains the same amount of dietary fiber (3.7g) as one head of lettuce. In addition to “Yukiguni Maitake Kiwami”, the ingredients also include rice protein, milk protein, vegetable oil and more.
Company name changed to “Yukiguni Factory”
Source: Yukiguni Maitake
Yukiguni Maitake plans to change its company name to “Yukiguni Factory” in April 2025.
The “Yukiguni” brand products will be continued as they are, and the company will promote the development of new brands such as mushrooms, alternative meats, and health foods. The company acquired a Dutch company that manufactures mushrooms in December 2023, and it is also planning to expand its business to other regions and countries.
Mushroom-Based Meat is going hot in globally
The alternative burger being developed by The Mushroom Meat Co. Source: Kesha Stickland LinkedIn
Like Yukiguni Maitake, the development of alternative meat made from the fruiting bodies of mushrooms that we usually see and eat is also progressing overseas.
The Mushroom Meat Co, established in 2021, is developing alternatives to beef and pork by using mushrooms and upcycled cold-pressed seeds from food by-products. In addition to minced alternative beef and alternative pulled pork, they are currently developing an alternative beef burger (see photo above), and aim to hold a tasting test with chefs in 2025.
Meat The Mushroom, a US company, has developed a vegan bacon called “SHROOMACON” made from King Oyster Mushrooms. It is sold in supermarkets, mainly in the eastern United States.
Moku Foods has developed a vegan jerky made from King Oyster Mushrooms, tomatoes, pineapples, chickpeas, maple syrup, coconut, etc., and it is currently sold at about 880 retail stores in Hawaii and the United States, including Whole Foods and Good Earth.
Fable Food Co, an Australian company established in 2019, has developed an alternative meat product made from shiitake mushrooms. In addition to Australia, the company has expanded into Canada, the UK and Singapore, and will be exhibiting its shiitake-based pulled meat at IFE 2025 in London this month.
Other products include Pan’s Mushroom Jerky, which is sold in over 2,500 stores in the United States and uses shiitake mushrooms.
The development of alternative meat using mushroom fruiting bodies has been progressing, particularly in the United States. With the new product launch by Yukiguni Maitake, the market for mushroom-derived alternative meat products is expected to expand in Japan as well.
Sourse:キノコのおいしさをギュッと、お肉のような風味と食感を実現！キノコメーカーが本気で作った新食材。キノコの新・食習慣が始まる。「キノコのお肉」2月18日（火）新発売
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