Prime Roots Launches First Plant-Based Whole Cut Deli Meats That Meat Eaters Chose Over Traditional Meat in Blind Taste Tests

Business Wire

30-06-2025

NEW YORK--(BUSINESS WIRE)--After seven years of research and development, Prime Roots, the Berkeley-based pioneer in clean-label plant-based meats, has announced a major leap forward in the deli category. Using proprietary mycelium-based whole food protein, Prime Roots is now offering a new line of upgraded plant-based deli meats that are sliced fresh at the deli counter and—according to third-party blind taste tests—are preferred by a majority of meat eaters who would switch to Prime Roots over conventional deli meats.
The technological breakthrough positions Prime Roots as a leader in the growing category of better-for-you deli options. Prime Roots' updated recipes are among the only deli meats on the market that are nitrate-free, cholesterol-free, and packed with complete protein—making them a heart-healthy, clean-label alternative. Recent studies also show that fungi-based proteins used by Prime Roots can build muscle more effectively than animal-based proteins such as milk, offering both functional and nutritional advantages.
'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,' said 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.'
With consumers increasingly concerned about preservatives and additives—especially nitrates, which remain classified as a Group 1 carcinogen by the World Health Organization—Prime Roots offers a differentiated, clean-label option in a category long overdue for innovation. Over 77% of consumers are looking to eat healthier and Prime Roots is a part of that movement at the deli meat counter. Prime Roots' products are unique in the deli delivering the flavor of meat but having absolutely no nitrates, not even deceptively hidden nitrates from sources such as celery salt.
Prime Roots' upgraded product lineup includes:
Smoked Turkey
Cracked Pepper Turkey
Smoked Ham
Black Forest Ham
Salami
Cupping Pizza Pepperoni
Bacon
Each product is made from a complete whole food protein and designed to be sliced fresh using commercial deli slicers, making them suitable for use in both delis and restaurants. They can be served hot or cold and are gluten-free, soy-free, GMO-free, nitrate-free, and free from artificial ingredients.
Beyond taste and health, Prime Roots delivers a meaningful environmental impact with 91% fewer carbon emissions, 92% less water usage, and 89% lower water eutrophication compared to traditional meat production.
Prime Roots is now available at hundreds of locations including delis, grocery stores, and restaurants across 30+ states. To find Prime Roots near you, visit www.primeroots.com.
About Prime Roots
Founded in 2017 in Berkeley, California, Prime Roots was created by meat eaters—for all eaters—on a mission to deliver killer taste that won't kill you. Prime Roots doesn't aim to imitate meat—it's here to make it better by removing the bad stuff like nitrates, preservatives, and cholesterol, while keeping the full flavor, texture, and protein people crave. Prime Roots offers the first-of-its-kind line of plant-based deli meats and charcuterie designed to be freshly sliced at deli counters and foodservice operations.