US alternative meat company Prime Roots has launched a new line of koji deli meats and charcuterie, designed to mimic products found at the deli counter.

The new offerings include umami-rich hams, cracked black pepper turkey, pâtés, foie gras, pepperoni and salami.

Prime Roots’ ‘meats’ are made with koji, the fungi also used to produce miso and soy sauce – a mycelium that naturally grows in long fibres that slightly mimics animal muscle.

Koji meats are naturally umami-rich, GMO-free and have a simple ingredient list.

The company hopes to “branch out to a wider audience and reach meat-eaters directly” as its “ultimate goal is to challenge the idea of what makes a meat ‘alternative'”.

The brand’s plan is to encourage simple swaps by offering koji meats as an alternative alongside animal meats in restaurants, deli cases and sandwich shops across the US.

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