‘Deliberately different’: Vow targets Singapore’s premium consumers to boost awareness and acceptance of cell-cultured meat

29-Jul-2024 - Last updated on 29-Jul-2024 at 05:36 GMT

Forged Parfait is made from the cells of Japanese quail and has versatile applications. ©Vow

Sydney-based firm Vow is targeting premium consumers in Singapore through the launch of its cell-cultured meat at high-end restaurants, which it says is the first step towards wider acceptance and adoption of such products.

Founded in April 2019, Vow has been working on making meat products from the cells of animals. Its first brand, Forged, aims to offer “deliberately different” food experiences through previously unachieved flavours and textures using cell-cultured meat technology.

For instance, its debut product Forged Parfait is made from the cells of Japanese quail. It claims to deliver a rich umami flavour and a weightless, melt-in-your-mouth texture.

“Forged Parfait is the first cell-cultured meat in the world to be made from the cells of Japanese quail. It contains cultured Japanese quail (60%), butter, eschalot, tapioca starch, port wine, garlic, brandy, vegetable and fruit concentrate, olive oil, salt, and thyme.

“For our first product, we wanted to create something wildly delicious and a meat we haven’t seen on our plates before. Our ambition was to bring together a flavour and texture combination that consumers couldn’t get anywhere else. We explored dozens of different species and found that with cultured Japanese quail, we’re able to achieve a delightful contradiction that is both rich and delicate at once,” George Peppou, CEO and co-founder of Vow told FoodNavigator-Asia.

Peppou added that quail is a great way to introduce consumers to cell-cultured meat, as it is something familiar but not eaten regularly enough for people to have a strong view of what it is and isn’t.

Singapore is currently the only country where cell-cultured meat can be sold commercially.

Over the past two years, Vow has worked closely with Chef Ryan Clift of acclaimed fine dining restaurant Tippling Club to develop various applications of Forged Parfait.

“Each application has its own unique selling points. We are collaborating with different chefs to showcase this creativity and to see Forged Parfait through their lens.”

Using foodservice as a first step towards greater awareness and acceptance of cell-cultured meat, the first iteration of the Forged by Ryan Clift menu was launched at the restaurant in May, which is said to have been met with “very positive responses”.

The company plans to continue expanding its presence in high-end dining spaces in Singapore. Besides Tippling Club, Forged Parfait can also be tasted at FURA and will soon be available at Fiz.

“We recognise that consumers crave innovation and variety. With its dynamic culinary landscape and reputation for embracing innovation, Singapore provides the ideal platform to introduce our product to a diverse and discerning audience.

“We’re not only tapping into the country’s vibrant food scene, but also connecting with global food enthusiasts and trendsetters who seek out new experiences. Our efforts extend beyond short-term initiatives, as we strive to ensure that more consumers have opportunities to try Forged Parfait and that more exciting products will be introduced in the months to come.”

One of the new items that will be available at Fiz is the Kaya Toast, which combines the sweet taste of kaya with the savouriness of Forged Parfait, presenting “a classic and new Singapore flavour in a single bite”.

In addition, Peppou revealed that the brand will soon be releasing a second product called Forged Gras, a foie gras also made from cultured cells of Japanese quail.

“Forged Gras promises the full rich decadence of foie gras, with a golden caramelised crust and smooth, luxurious interior, but surprises with savoury, subtle gamey flavours unique to Japanese quail.”

Seeking approval

Instead of sustainability marketing, Vow’s priority is on carving out a niche category while minimising environmental impact throughout the production process.

“We have always been strong supporters of sustainable farming as part of our future food system alongside cell-cultured meat, which is why we focus on creating entirely new products that are high-quality and premium, rather than trying to compete against or replace the food we already know and love.

“The sustainability of cell-cultured meat is multifaceted. While it holds the promise of full sustainability in the future, there’s still a lot of work to be done.”

At present, it appears that regulatory approval remains the biggest barrier to commercialisation and scaling up.

“Across the globe, there is a surge of interest in the regulatory frameworks governing cell-cultured meat, as governments recognise the outsized impact it could have for their economies, food security, and the environment.

“Singapore Food Agency has independently assessed our entire product and process from start to end, and concluded that it is completely safe for human consumption. Food Standards Australia New Zealand has also separately conducted an assessment and determined it to be safe for human consumption. Our intention is to roll out Forged, as well as future brands, across the world.”

According to Peppou, the company is actively advancing approval applications in Australia, New Zealand and the US, in hopes to make Forged Parfait available in these markets in the near future.