Grein: New Meat Substitute on the Market

CHICAGO — A new meat substitute made its debut Monday at the Private Label Manufacturers Association’s annual show.

CHICAGO — A new meat substitute made its debut Monday at the Private Label Manufacturers Association’s annual show [3].

Unlike other meat substitutes on the market, Grein is not made from soy. Rather, its source is vital wheat gluten, a natural protein found in wheat. Developed by FoodCause, Shepherdsville, Ky., in partnership with Knox Mountain Foods, Grein (which gets its name from merging the words green and grain) comes in a variety of forms and flavors, including chicken, beef and pork. Like real meat, it’s packed with protein: 19 grams per 3.2-ounce serving. But unlike real meat, Grein is fat- and cholesterol-free.

At the PLMA show, FoodCause sampled Grein in several skillet meals, as well as breaded chicken nuggets and grilled chicken strips.

FoodCause is marketing the product to private-label and national-brand marketers alike. It will match a portion of all sales with donation of Grein to local food banks and hunger relief organizations.

IMC Licensing represents Grein.