Eat Just Debuts Cultivated Meat in Retail at Singapore’s Huber’s Butchery

Californian cultivated meat pioneer Eat Just has hit a major milestone in the sector, debuting Good Meat chicken in the freezers of Huber’s Butchery in Singapore – the first time these proteins are available in retail.

You can now cook cultivated chicken at home, thanks to Eat Just’s landmark move into the freezers of Huber’s Butchery in Singapore, making it the first cultivated meat product to be sold for retail anywhere in the world.

As the first company to ever receive regulatory approval to sell cultivated meat, the Good Meat chicken has been available at various foodservice points in the island nation since 2020. But moving into retail is a major breakthrough for an industry that has so far struggled to manufacture enough product and keep costs down for such a rollout.

This has been enabled by the launch of the latest iteration of Eat Just’s chicken, titled Good Meat 3. It’s a lower-cost formulation comprised of fewer cultivated meat cells, going from 60-70% to just 3% of the product. The rest is made up of wheat and soy proteins, sunflower and coconut oils, natural flavours, modified food starch and soy lecithin, and comes seasoned with olive oil, salt and pepper.

Available in the freezer section of Huber’s Butchery – which previously sold the product as part of several dishes – the shredded chicken is priced at S$7.20 ($5.35) for a 120g pack. “This format gives the best texture and versatility for home chefs to prepare in a wide variety of dishes,” Eat Just CEO Josh Tetrick tells Green Queen when asked about the meat cut.

“Giving consumers the opportunity to buy cultivated chicken in-store and bring it home to prepare and serve to their families is a huge step towards normalising this new type of food,” he says, revealing that a retail launch has been a goal from the start.

Switching up the hybrid composition to lower costs

The retail launch marks the debut of Good Meat 3, a new product crafted by Eat Just that could potentially end up as a foodservice offering as well. It was produced at ESCO Aster (the world’s first regulator-approved contract manufacturer for cultivated meat), while the extrusion process was completed at Nurasa’s newly unveiled Food Tech Innovation Centre, another Eat Just partner.

By retuning the composition to use a smaller percentage of cultivated meat, the startup is now able to sell its chicken at retail-friendly costs, which is a major step towards the commercialisation of the sector. Hybrid meats – which combine cultivated animal cells with plant-based ingredients – have been described by investors as the only way to make cultivated meat commercially feasible.

Heather Courtney, general partner at Alwyn Capital, told Green Queen in December: “The chances of being able to economically produce 100% cultivated products that can compete on price with commoditised meat are slim to none in the next 10+ years.”

But equally crucial to the success of these meats is the taste factor – it’s what attracted consumers to Good Meat too. A survey of diners at Huber’s Bistro suggested that buying and eating cultivated the cultivated chicken “significantly boosted” people’s acceptance of it. On a scale of 1 to 5, respondents displayed a strong willingness to try it again (a score of 4.41) and rated its flavour 4.21/5.

Eat Just – which has reduced production costs by 90% since 2018 – promises that despite the change in formulation, Good Meat 3 does not compromise on flavour, texture or nutrition. According to sensory testing, consumers find the product exceptional in taste, texture, and appearance. “Our initial sensory data has yielded overwhelmingly positive feedback on taste and texture, and we’re excited to see how home chefs will use GOOD Meat 3 in their favourite recipes,” says Tetrick. This indicated that “consumers will agree that it tastes like conventional chicken”.

The Good Meat chicken is also nutritionally on par with conventional chicken, and superior in some aspects. Per 100g, it delivers 28.6g of protein, 5.75g of fat (1.9g of which is saturated), 5.7mg of cholesterol, and 2.2g of fibre.

The retail rollout – combined with the lower price – will effect a major propulsion of sales for the company. “To date, we’ve sold more than 2,000 servings of GOOD Meat in Singapore alone, and with the introduction of GOOD Meat 3, we will sell more than that in 2024,” outlines Tetrick.

Cultivated meat gains ground in Singapore

The launch coincides with the reopening of Huber’s Butchery, which has undergone an extensive renovation. Starting today, Singaporeans can buy frozen cultivated chicken for the remainder of 2024. “Huber’s Butchery has been a true partner and advocate for Good Meat for over a year, and we are thrilled to continue working with them on this historic launch,” Tetrick says.

“Having the latest version of Good Meat 3 cultivated chicken available for retail is another step in this journey to make cultivated meat available to a bigger audience,” says Andre Huber, executive director of Huber’s. “People will have the opportunity to prepare the product the way they want and experience how it can fit into their home-cooked meals.”

Mirte Gosker, managing director at industry think tank the Good Food Institute APAC, adds: “The world will soon get its first look at what home chefs choose to do with cultivated meat when the choices are infinite. There’s no better place for this culinary exploration to happen than Singapore, which has a well-earned reputation as an epicentre of market testing thanks to its renowned food culture, multiethnic population, and outsize presence of world-class research facilities.”

It means that at present, there are two different cultivated meat products available to Singaporeans. In April, the country’s food safety regulator cleared Australia’s Vow to sell its cultivated quail, which has since been doing the rounds at restaurants – it’s currently on the menu at Tippling Club. Later this year, Dutch producer Meatable also expects to get the greenlight and launch its cultivated pork into foodservice.

But Eat Just, for now, remains the only company to put cultivated meat in retail freezers. “We know there is much more work to be done to prove that cultivated meat can be made at large scale, and we remain focused on that objective,” says Tetrick.

Contending with legal and political threats

The retail milestone comes as the cultivated meat startup faces various challenges in its home country. It has been embroiled in a $100M lawsuit with contract manufacturer ABEC over unpaid bills. Earlier this month, the judge in Pennsylvania sided with Eat Just on some matters, and ABEC on others. The case is still ongoing.

Meanwhile, the states of Florida and Alabama have banned cultivated meat this month, in a move widely panned by alternative protein experts, the press, and even the meat industry. This bill sends a terrible message to the investors, scientists, and entrepreneurs that have built America’s global leadership in alternative proteins,”  Tom Rossmeissl, Eat Just’s global marketing head, told Green Queen after Florida’s ban.

“The law will not stop the development of cultivated meat,” he added. “And Good Meat remains committed to its mission: making real meat without needing to tear down a rainforest.”

Despite its financial troubles (the company has faced at least seven lawsuits since 2019) Tetrick has previously outlined Eat Just’s plans to break even in 2024. The startup, which has raised over $850M to date, earned 99.9% of its revenue from its vegan Just Egg business, as of November. “we are focused on the daily execution of our zero-burn plan (i.e., cover operating costs through margin dollars) and serving our customers. If we execute, the company and its missions win. It’ll be challenging and hard – and it’s up to us to get it done,” Tetrick told this publication at the time.

Now, he reiterates that target, explaining: “Eat Just is on track to achieve break-even by the end of 2024.” He adds that the company has no firm plans about foodservice at this point, but is “considering a variety of options to make our chicken available to wider audiences”. Its campaign-style production runs and rollouts have seen the Good Meat chicken appear on the menus of hawker stalls and fine-dining eateries in Singapore, as well as China Chilcano in Washington, DC.

Asked about Eat Just’s plans for 2024, Tetrick says: “We look forward to hearing feedback from Huber’s customers about GOOD Meat 3, and will use this input as we continue to make our product better.”