Australian start-up Vow has secured the Singaporean Government’s approval for the sale of its Japanese quail-derived cultured meat products, making it the fourth company approved globally to sell a cultivated meat product.
Vow’s parfait product underneath the brand Forge will be the only cultivated meat product available commercially up-to-date when it launches at Singapore’s Mandala Club this month.
Singapore was the first country to approve cultivated meat in 2020, followed by the US last year and Israel this year.
Cultivating meat involves taking a cell sample from an animal and placing it in an environment to grow and nourish it until it becomes indistinguishable from conventional meat at the cellular level.
Vow’s marketing will focus on introducing a fictitious new species named Quailia.
“Vow has differentiated itself from other start-ups in the cultivated meat sector by deliberately not trying to replicate meat products and formats already available to consumers,” Food Frontier CEO Simon Eassom said.
“It has firmly set its sights on meat eaters looking for new and unique culinary experiences, not just as a business strategy but also as a way of bringing attention to the capacity of cultivated meat technology to completely transform how we think about food.”
Food Frontier considers Singapore as the second most favourable market for alternative proteins in Asia, next to China.
This story first appeared on our sister publication Inside FMCG
